Lux "The Soap with a Lump"

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Checking your breasts is very important and is one of the first steps in creating breast cancer awareness. Lux, India’s leading soap brand alerts women to the importance of breast examination with a simple idea. The iconic soap was redesigned with a difference. It had a visible lump on it.

‘The Soap with a Lump’ is a product innovation that encourages women to examine their breasts for any abnormality, while in the shower. After all, what better time to remind women to check their breasts than when they are alone and in the privacy of their bathroom.

This distinctive bar of soap dissolves over time but the lump does not. Unilever and Wunderman Thompson collaborated with technical experts, designers, soap manufactures and a leading cancer oncologist to design the first ever soap that uses touch to help alert women, to be on the lookout for signs of anything irregular.

Advertising Agency: Wunderman Thompson, Mumbai, India

Creatives: Tista Sen, Ashish Pathak, Simone Patrick, Aindrila Chatterjee, Chandni Kapoor
Account Management: Kishore Tadepalli, Sana Patel
Lux Team:Samir Singh, Kavita Nalawade, Shabad Pratihast, Carina Chopra