Van Heusen, India’s leading fashion brand from Aditya Birla Fashion and Retail, unveils its campaign Born of Art at Tata IPL 2025. The campaign marks a transformative moment for the brand, blending high fashion with fine art to redefine sophistication, creativity, and modern ambition.
The campaign film starts with a truck driving through the old streets of Italy, catching the eyes of people nearby. When the truck stops, a large painting is revealed. Then, models wearing Van Heusen’s new collection step out of the painting. This scene shows that the clothes are inspired by art and creativity.
The campaign is being amplified across multiple touchpoints, including television, digital, outdoor, and exclusive on-ground activations, ensuring widespread engagement.
Link to the ad campaign:
Speaking at the launch, Aditya Menon, Assistant Vice President – Marketing, Van Heusen, said, “Van Heusen has always been a symbol of ambition and power, but with Born of Art, we wanted to explore a new dimension—one where sophistication meets self-expression. Fashion is more than just what you wear; it is a reflection of one’s identity, creativity, and culture. This campaign redefines our brand’s ethos, making the brand more refined while staying rooted in modernity and artistry.”
Adding to this, Mithila Saraf, Chief Operating Officer, Famous Innovations, said, “At Famous Innovations, we believe that creativity is the most powerful force in branding. Born of Art reflects Van Heusen’s evolving ethos in culture, and artistic depth. By integrating fine art with high fashion, we crafted a narrative that speaks to the modern individual—one who values both ambition and aesthetic expression.”
