Jaipur Rugs, a renowned handmade carpet and rugs company, has launched an innovative campaign titled “The Court of Carpets,” celebrating the opening of their new London store. This campaign features tennis star Rohan Bopanna playing a match on a court covered with 93 exquisite rugs, blending tradition with modern sports.
Jaipur Rugs: The Unique Concept- The Court of Carpets
The campaign stages an extraordinary match between a village team of weavers-turned-tennis players and Bopanna, who is currently competing at Wimbledon. This creative effort, named “The Jaipur Rugs Tennis Championships,” draws inspiration from the company’s previous work, where an all-female artisan team played cricket on a carpet pitch.
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Jaipur Rugs: Transforming Artisans into Athletes
According to Homegrown, an e-magazine, the artisans from Manpura, a weaving village north of Jaipur, underwent weeks of training to become tennis players. Led by in-house tennis pro Anshul Pareek, artisans like Annu Kumari, Payal Kumari, Lalita Kumari, and Shrimati Poonam Devi honed their tennis skills.
Annu Kumari reflects, “Humne sapne main bhi kabhi nahi socha tha ki hamaare kaam ke karan humein aise bhi mauka milega” (Who knew our craft could open such doors?).
Fusion of Tradition and Modern Sports
In the campaign, the artisans don white sarees, merging ethnic tradition with tennis rituals. They play against Bopanna, and in a memorable moment, an artisan wins the point, causing Bopanna to throw his tennis racket in frustration. The artisan then triumphantly lifts the championship cup.
Directed by Jaipur Rugs’ in-house team, the video features stunning scenography, blending the rich cultural heritage of Rajasthan with the elegance of modern sports.
Craftsmanship at Its Best
Grazia India, a women’s fashion and celebrity gossip magazine, reports that the tennis net, made of bamboo, took 15 days to weave. Handcrafted woolen tennis balls, with vibrant neon parts made from New Zealand wool and white sections from bamboo silk, were also created for the shoot. The artisans produced 110-120 balls, with 20-25 balls made per day.
Additionally, four tennis rackets were crafted in just one day, using bamboo silk for the inner part in classic white. This meticulous craftsmanship highlights Jaipur Rugs’ dedication to quality and creativity.
Expanding Horizons
The campaign not only showcases Jaipur Rugs’ artistic excellence but also marks their global expansion. According to the Economic Times, the company plans to open two stores in Southeast Asia and six in India by the end of this fiscal year. A store in Singapore is also set to launch this quarter. Currently, Jaipur Rugs operates stores in Milan, Dubai, Russia, and China.
Conclusion
Jaipur Rugs’ “The Court of Carpets” campaign is a testament to their innovative spirit and commitment to cultural fusion. By blending traditional craftsmanship with modern sports, they have created a unique and memorable campaign that resonates globally.
