Obeetee launches new campaign video introducing ‘Viraasat’ collection

Obeetee Carpets has unveiled the campaign video for its latest collection, ‘Viraasat.’ Through this, Obeetee redefines how we experience and connect with heritage, depicting what it means to cherish and pass on a legacy, resonating beyond the material. 

 

Obeetee Carpets, with more than a century of heritage, is renowned for its exquisite craftsmanship. ‘Viraasat’ continues this legacy, with each piece meticulously handcrafted by skilled artisans who have perfected their craft over generations. These rugs, whether laid on the floor or hung as wall art, are designed to become heirlooms, adding a touch of enduring elegance to any space.

 

 

At the heart of this campaign video lies a beautiful story set in Mirzapur, where Obeetee’s journey began over a hundred years ago. Three women, bound by love and memories, come together before one of them embarks on a new journey of marriage. As they gather to reminisce and celebrate their bond, ‘Viraasat’ unfolds as a metaphor for the intangible legacies we leave behind—legacies of love, friendship, wisdom, and shared experiences. It’s a celebration of those precious, carefree moments—singing antakshari with friends, laughing until your sides ache, and creating memories that become the bedrock of lifelong companionship. 

 

To bring this vision to life, Obeetee collaborated with the acclaimed musician Venkatesh Ramakrishnan, whose melodies mirror the emotional depth that lies in the collection, adding an auditory layer to the visual storytelling.

 

“These rugs are not just aesthetic pieces; they bring cultural value and a sense of history into the homes where they are placed. The campaign video beautifully captures this essence, showing how a ‘Viraasat’ rug adds depth and meaning to a space, becoming part of the homeowner’s personal legacy,” says Rudra Chatterjee, Chairman of Obeetee Carpets. “The film tells a story that will resonate with anyone who values tradition and the legacies we leave behind.”

 

Angelique Dhama, President of Obeetee Pvt. Ltd. (Domestic business), adds, “‘Viraasat’ isn’t just about rugs; it’s about the stories that live within them. Our campaign video is a reflection of this belief, and we hope it inspires our patrons to think about the legacies they want to create and pass down through generations.”

 

The campaign video’s captivating visuals were brought to life under the creative direction of Varun Rana (@varunrana16), with photography by Karan Anand (@karananandd8) and videography by Nazaare productions (@nazaareproductions). The art direction was led by Nikita M Rao (@nikita_315), and the evocative music was composed by Venkatesh Ramakrishnan (@venram.music).

 

The collection will be available online and in Obeetee’s flagship stores across Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, and Pune.