Lux – The Soap with a Lump

Research revealed that a staggering 75% of Indian women shy away from self-examination for breast cancer. That inspired Lux to launch a campaign that did something more fundamental than traditional messaging – the brand incorporated a subtle but visible lump in its bar of soap. The Soap with a Lump was launched in collaboration with the Indian Cancer Society and distributed to women through its screening camps. The multi award-winning campaign started a conversation about self-examination and is being extended across India.