When a country wants to win over Indian travellers, it usually calls a film star. This time, Switzerland called a cricketer. Jemimah Rodrigues’ new role as Switzerland Tourism’s ambassador is a small announcement with a big message: India’s women athletes have become some of the country’s most marketable faces.

What happened

Switzerland Tourism named Jemimah Rodrigues its Friendship Ambassador for India, as it looks to connect with a new generation of Indian travellers. The appointment was announced in Bengaluru on October 15, in the presence of Switzerland Tourism CEO Martin Nydegger.

The goal is commercial and specific. Switzerland Tourism wants to attract more Indian visitors during autumn and winter, and reduce the concentration of travel between April and June. It also wants to encourage longer stays, promote sustainable travel and spread visitors more evenly across regions and seasons. dailyexcelsiordailyexcelsior

Explaining the choice, Nydegger praised her “energy, warmth and ability to connect with people.” 

From Bollywood to the batting crease

The choice of face is the real story. A few years ago, Switzerland Tourism named Bollywood actor Ranveer Singh its Indian ambassador, to promote its 2017 campaign. Switzerland’s place in the Indian imagination has long been shaped by cinema, and its marketing followed. 

Choosing a cricketer instead says a lot about how brands now see Indian athletes, and women athletes in particular. They’re no longer just faces for sportswear and energy drinks. They’re trusted, relatable personalities whom young Indians follow closely, and that makes them valuable to brands far beyond sport.