Van Heusen, part of Aditya Birla Fashion and Retail, has launched its new campaign Born of Art during Tata IPL 2025. Set against Italy’s artistic backdrop, the cinematic ad features models emerging from a giant canvas, symbolizing fashion as a form of art. The campaign redefines power dressing by blending creativity, individuality, and cultural expression. Rolled out across TV, digital, outdoor, and on-ground platforms, it aims to deepen brand engagement during the high-visibility IPL season.