Jaipur Rugs Unveils Unique Tennis Court Campaign: “The Court of Carpets”
Jaipur Rugs, a renowned handmade carpet and rug company, has launched an innovative campaign titled “The Court of Carpets,” featuring tennis star Rohan Bopanna. This campaign celebrates the opening of the company’s new London store by staging a unique tennis match on a court covered with 93 exquisite rugs.
Jaipur Rugs became a Fusion of Craft and Sport
In this creative campaign, Jaipur Rugs brings together a team of village weavers-turned-tennis players to compete against Rohan Bopanna, who is also playing at Wimbledon. Dubbed “The Jaipur Rugs Tennis Championships,” the campaign draws inspiration from the company’s previous work, where an all-female artisan team played cricket on a carpet pitch.
The artisans, including Annu Kumari, Payal Kumari, Lalita Kumari, and Shrimati Poonam Devi, underwent extensive training to transform into tennis players. They trained for months under the guidance of in-house tennis pro-Anshul Pareek at their weaving village, Manpura, north of Jaipur. Reflecting on this opportunity, Annu Kumari said, “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?).
The Rugs Match and the Victory
In the campaign video, the artisans, dressed in white sarees, play against Bopanna, creating a beautiful fusion of ethnic tradition and tennis rituals. The match ends with an artisan winning a point, causing Bopanna to throw his tennis racket in frustration. The artisan then lifts the championship cup in victory.
The video, directed by Jaipur Rugs’ in-house team, showcases stunning scenography. According to Grazia India, a women’s fashion and celebrity gossip magazine, the tennis net, made of bamboo, took 15 days to weave. The company also designed handcrafted woolen tennis balls, using high-quality New Zealand wool for the vibrant neon parts and bamboo silk for the white sections. The artisans produced 20–25 balls per day, totaling 110–120 balls for the shoot.
Additionally, two tennis rackets were crafted in just one day, with the inner part made from bamboo silk in classic white. In total, four rackets were created for the campaign.
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Jaipur Rugs is Expanding its Horizons
This campaign not only highlights Jaipur Rugs’ exceptional craftsmanship but also celebrates the cultural and creative fusion between traditional Rajasthan and modern sports. According to a report by the Economic Times, Jaipur Rugs is planning to expand further by opening two stores in Southeast Asia and six stores in India by the end of this fiscal year. Additionally, a store in Singapore is also set to launch in this quarter.
The luxury handcrafted rug manufacturer currently operates company-owned and company-operated (COCO) stores in Milan and Dubai, along with franchise stores in Russia and China.
Jaipur Rugs’ “The Court of Carpets” campaign is a testament to the company’s innovative spirit and dedication to blending tradition with contemporary elements. By transforming a tennis court into a beautiful showcase of handmade rugs and highlighting the journey of village weavers, Jaipur Rugs not only promotes its products but also honors the artisans behind them. This creative effort underscores the brand’s commitment to excellence and its vision of integrating art with everyday life.
