Indian #RiceBucketChallenge swaps Ice for Rice

An Indian version of the ALS Ice Bucket Challenge is taking social media by storm – with an instant philanthropic twist. 

Following the global success of the ALS Ice Bucket Challenge, India has launched its own version. The concept is simple: swap ice for rice, and instead of pouring it over your head give it to the nearest needy person.

Like the original campaign, they are asking people to take a picture of themselves completing the challenge and tag their friends nominating them to take the challenge.

The challenge is the brainchild of Hyderabad journalist Manju Latha Kalanidhi, who wanted to ‘take the challenge outside Facebook', save water and feed the hungry.

Like the original Ice Bucket Challenge, the campaign is now publicly calling on Indian CEOs and celebrities to step up and raise the profile of the campaign further.

The Rice Bucket Challenge isn’t the first imitation campaign. Gaza launched the Rubble Bucket Challenge, which sees people pour buckets of sand and rocks over their head and nominate others to do the same. The concept is intended as a "a campaign to raise awareness about the war on Gaza where people are are bombed inside their homes", according to its Facebook page.

Make Sure You Support the #RiceBucketChallenge