A relook at Jaipur Rugs' 'The Court of Carpets' campaign
Wimbledon is peak British tradition. Jaipur Rugs represents Indian craft. A retail campaign that actually moves the needle (or ball).
As Wimbledon season passes, we take a relook at an extraordinary campaign by Jaipur Rugs, the Indian heritage brand known for its artisan-led weaving model, quietly stole headlines last year in a collaboration that felt both unexpected and entirely natural.
Made to celebrate the opening of the company's new London store and featuring a series of tennis matches on a court covered with 93 exquisite rugs, the campaign blended Indian craft traditions with the refined aesthetics of the British sport typically synonymous with white linen, manicured lawns, and strawberries with cream.
The campaign centered on a simple tennis match dubbed ‘The Jaipur Rugs Tennis Championships’, between a village team of four master artisans from the Jaipur Rugs weaving village of Manpura — nurtured through months of tennis training – and one of India’s greatest tennis players, Rohan Bopanna, between his games at the French Open and Wimbledon. Also playing was Prachi Mantri, a bronze medalist in singles at the Asian Cup held in Nepal.
This special tennis match was brought to life with gloriously detailed scenography, including the net, which was hand knotted using the same yarn used in carpet weaving.
The playing field, or the ‘Court of Carpets’ consists of 93 antique and vintage rugs that were chosen for their sophisticated patina. Beginning with a glorious antique Persian carpet at its centre, which spans both sides of the net, our set designers rolled Bakhtiar runners down the sides to define the outer boxes. The alignment of white wool fringes sharply mark the serve lines.
The campaign was amplified through PR, social media, and editorial features across design, luxury, and sports media — picking up coverage in Architectural Digest India, Wallpaper, and UK-based design blogs.
It worked. On Instagram, the campaign earned engagement from Wimbledon fans, design aficionados, and Indian diaspora accounts alike. Wimbledon is peak British tradition. Jaipur Rugs represents Indian craft. A literal court classic pairing, if I may say so myself.