Innerwear brand Underneat has launched an awareness initiative titled “Check What’s Underneat”, aimed at encouraging women to regularly perform breast self-examinations and prioritise early detection. The campaign focuses on simplifying the process of self-checking and turning it into a routine health habit through accessible visual guidance.

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As part of the initiative, the brand has created easy-to-follow visual guides that explain the step-by-step process of conducting a breast self-check. These guides will be distributed as stickers and trackers with every Underneat order, ensuring that customers receive a practical reminder to monitor their health regularly.

The campaign is rooted in the growing need for awareness around breast health in India. According to data from the Indian Council of Medical Research (ICMR) and the National Cancer Registry Programme (NCRP), breast cancer accounts for nearly 27–32% of all cancers among Indian women, with about 60% of cases diagnosed at later stages. At the same time, research indicates that 74–77% of breast lumps are benign, highlighting the importance of awareness without creating unnecessary fear.

To bring attention to the initiative, the campaign features digital content built around Kusha Kapila’s character Billi Maasi, using humour and relatability to make the topic easier to approach. Kapila has also collaborated with Reenu Debnath as part of the campaign’s communication efforts.

Medical expert Dr. Anita Rahul Gune, Professor and Head of the Anatomy Department at DY Patil Medical College, Kolhapur, emphasised that while discovering a lump can be worrying, many cases are non-cancerous and should always be examined by a healthcare professional.

Through this initiative, Underneat aims to bridge the gap between awareness and action, encouraging individuals to make regular breast self-checks a simple, consistent health habit.