Underneat, the innerwear brand founded by Kusha Kapila and Vimarsh Razdan, has launched ‘Check What’s Underneat’, an initiative aimed at encouraging women to adopt regular breast self-testing habits. The campaign combines awareness-led messaging, visual guides and digital content to address the gap between awareness and consistent action.
The initiative is informed by data highlighting the prevalence of breast cancer in India. According to the latest data from the Indian Council of Medical Research (ICMR) and the National Cancer Registry Programme (NCRP), breast cancer accounts for around 27–32% of all cancers among Indian women. However, approximately 60% of breast cancer diagnoses occur at later stages.
While these figures are significant, studies of breast lump patients in India indicate that around 74–77% of lumps are benign, with fibroadenoma accounting for the majority of such cases. The campaign uses these insights to encourage women to become familiar with self-check practices while also seeking professional medical advice when necessary.
‘Check What’s Underneat’ focuses on turning awareness into a repeatable habit. Instead of relying solely on communication-led messaging, the brand has introduced redesigned visual guides intended to simplify the process of self-testing.
The guides include easy-to-follow instructions, directional arrows and sensory cues designed to make the process more accessible. As part of the initiative, Underneat will include self-test guide stickers and tracking tools with every order placed by customers. The trackers function as visual reminders, encouraging users to build a routine around regular self-checks.
The campaign also incorporates entertainment-led storytelling through digital content. To support the initiative, Kusha Kapila revived her character ‘Billi Maasi’, using humour and relatable communication to remind audiences about the importance of regular self-testing.
Kapila also collaborated with Reenu Debnath as part of the campaign’s digital content strategy, adding a conversational and relatable layer to the awareness message. The collaboration aims to expand the campaign’s reach while making discussions around breast health more approachable.
Medical expertise has also been integrated into the campaign narrative. Dr. Anita Rahul Gune (MBBS, DGO, MS, PhD), professor and head of the anatomy department at DY Patil Medical College, Kolhapur, emphasised the importance of early awareness and regular checks. She noted that while discovering a lump may cause concern, many breast lumps are non-cancerous and should always be examined by a medical professional.
The campaign reflects Underneat’s attempt to integrate health awareness within its brand communication and customer experience. By embedding reminders directly into product deliveries, the brand is using its packaging and customer touchpoints as communication channels for behavioural change.
Commenting on the initiative, founders Kusha Kapila and Vimarsh Razdan said, “Check What’s Underneat is our sincere effort to make a difference in the statistics that are often used to scare us. We need more awareness and more support so we have the odds in our favour to fight it. With every delivery and every sticker and tracker, we hope we help our customers make self-testing a habit.”
Through ‘Check What’s Underneat’, the brand aims to encourage consistent self-testing while building awareness around early detection and breast health through a combination of packaging, content and education-led communication.
