Tailor Test

Overview

Leo Burnett Mumbai and Minikin DGWorks won Gold in Creative Data and Bronze in Brand Experience & Activation at Cannes 2025 for Acko Health Insurance's Tailor Test. The campaign used waist and hip measurements taken during visits to local tailors as data points to screen for heart disease risk.

Problem

Heart disease is India's leading cause of death, but health screening and insurance access are unequal, especially for the informal workforce like tailors and their working-class customers. The challenge was to make health insurance relevant and accessible to underserved communities.

Solution

The campaign identified at-risk communities using data and leveraged the trusted neighborhood tailor as a health touchpoint. Tailors suggested heart check-ups when measurements exceeded clinical thresholds, turning routine fittings into potential life-saving conversations. Data-driven targeting helped activate the campaign in appropriate regions across India.

Outcome

The campaign earned Gold and Bronze at Cannes 2025, praised for combining data intelligence with empathetic storytelling. It marked Minikin DGWorks' global debut at Cannes and positioned Acko as a brand committed to inclusive healthcare solutions.