Unilever-owned India soapmaker, Lux, has come up with a simple idea to alert women to the importance of breast examination.
In Western countries, Breast Cancer is one of the most common diseases that affect women of all ages. Early detection can help save women's lives and greatly increase the chance of recovery if caught before the disease has a chance to spread.
According to the campaign, 75% of Indian women shy away from self-examination.
To get women to change their behaviour and regularly look for irregularities, 'The Soap with a Lump' has a visible lump that reminds women to check their breasts every time they bathe.
The soap is created by Wunderman Thompson who collaborated with technical experts, designers, soap manufacturers and a leading oncologist on the design.
While the distinctive bar dissolves over time, the lump does not - ensuring the lump stays as a reminder until the bar runs out.
The soap was presented at the breast cancer screening camp conducted by the Indian Cancer Society.
Team: Samir Singh, Kavita Nalawade, Shabad Pratihast, Carina Chopra
Agency: Wunderman Thompson Mumbai
Creative: Tista Sen, Ashish Pathak, Simone Patrick, Aindrila Chatterjee, Chandni Kapoor,
Account Management: Kishore Tadepalli, Sana Patel