Jaipur Rugs Unveils "The Court of Carpets" Campaign Featuring Rohan Bopanna

Jaipur Rugs, a renowned handmade carpet and rugs company, has launched its latest campaign, "The Court of Carpets," featuring tennis star Rohan Bopanna. This innovative campaign celebrates the opening of their new London store with a unique and visually stunning tennis match played on a court covered with 93 exquisite rugs.

In this creative campaign, a team of weavers-turned-tennis players from a village competes against Bopanna, who is portrayed as playing at Wimbledon. Dubbed "The Jaipur Rugs Tennis Championships," this campaign draws inspiration from the company’s previous work, where an all-female artisan team played cricket on a carpet pitch. This new effort once again highlights the company’s commitment to blending traditional craftsmanship with modern themes.

According to Homegrown, an e-magazine, the artisans, including Annu Kumari, Payal Kumari, Lalita Kumari, and Shrimati Poonam Devi, underwent extensive training to become tennis players in their weaving village, Manpura, located north of Jaipur. The artisans trained for months under the guidance of in-house tennis pro Anshul Pareek. Reflecting on this unique opportunity, Annu Kumari remarked, "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?).

In the campaign, the artisans are depicted wearing white sarees, creating a beautiful fusion of ethnic tradition and tennis rituals. The match against Bopanna culminates in a dramatic scene where an artisan wins the point, leading Bopanna to throw his racket in frustration. The artisan then triumphantly lifts the championship cup, symbolizing the victory of traditional craftsmanship over modern challenges.

The video, directed by Jaipur Rugs' in-house team, features breathtaking scenography that captures the essence of this cultural fusion. Grazia India, a women’s fashion and celebrity gossip magazine, reports that the tennis net used in the campaign, made from bamboo, took 15 days to weave. Additionally, the company designed handcrafted woolen tennis balls, with vibrant neon parts made from high-quality New Zealand wool and the white sections using bamboo silk. The artisans produced 20-25 balls per day, resulting in a total of 110-120 balls for the shoot.

The attention to detail extended to the tennis rackets as well. According to the report, two tennis rackets were crafted in just one day, with the inner part of the rackets made from bamboo silk in a classic white color. In total, four rackets were produced for the shoot, further emphasizing the blend of traditional materials and modern sports equipment.

This campaign not only highlights the exceptional craftsmanship of Jaipur Rugs but also celebrates the cultural and creative fusion between traditional Rajasthan and contemporary sports. It serves as a testament to the company's innovative spirit and dedication to preserving traditional art forms while adapting to modern themes.

The Economic Times reports that Jaipur Rugs plans to expand its presence with the opening of two stores in Southeast Asia and six stores in India by the end of this fiscal year. A new store in Singapore is also set to launch this quarter, furthering the company's global reach.

Currently, the luxury handcrafted rug manufacturer operates company-owned and company-operated (COCO) stores in Milan and Dubai, along with franchise stores in Russia and China. This strategic expansion underscores Jaipur Rugs' commitment to bringing their exquisite craftsmanship to a broader audience and celebrating the rich cultural heritage of Rajasthan on the global stage.