There has been a lot of Ice Bucket Challenge viral video out on the web lately ranging from top level IT Company CEOs to Hollywood/Bollywood Superstars and Sports Celebrities. But it’s time to move over Ice Bucket Challenge and focus or adapt to a fresh and desi-er “Rice Bucket Challenge”.
For those who are not aware of the “Ice Bucket Challenge”, it’s a bucket full of Ice pouring on your body challenge initiated by for spreading the awareness of a condition known as ALS.
But in a country like India, such a challenge seems baseless and somewhat publicity stunts just to catch some eyeballs. The concept of Ice Bucket Challenge was initiated to grow the awareness about ALS and collect donations and funding for the same. While in India, we have bigger problems to cater and one of them is scarcity of water.
So, Hyderabad-based Manju Latha Kalanidhi came up with an idea to help those underprivileged with the Rice Bucket Challenge, fully inspired by the global charity chain discussed above to spread the awareness about the disease ALS.
The official Facebook Page of Rice Bucket Challenge displays the slogan, “Indian version for Indian needs”.
To complete this challenge, one has to cook or buy a bucket full of rice and feed the poor or those underprivileged children who needs it. Just like the ALS Ice Bucket Challenge, one can challenge their friends, colleagues, associates by tagging them and using the hashtag #RiceBucketChallenge and move the challenge forward.
For some reasons if you don’t want to complete the challenge, you can also pass the challenge by donating medicines worth Rs. 100 to your nearest Government Hospital to help the poor.
Unlike the ALS Ice Bucket Challenge, there’s no organization behind Rice Bucket Challenge. A mere post on Facebook by Manju Latha Kalanidhi kick started this campaign. “My own local, practical and tangible version/response to #icebucketchallenge… save water feed the hungry!” she posted this on her Facebook profile and next the update got showered with likes and shares from all over India making the post viral.
As the “Rice Bucket Challenge”, the social campaign initiated by Ms. Manju Latha Kalanidhi went viral and became successful on social media helping a huge number of undernourished people especially women and children. To honor this effort of hers, the Indian Confederation of NGOs (iCONGO) has decided to award Karmaveer Chakra Award and the REX Karmaveer Global Fellowship to Ms. Manju Latha Kalanidhi.
Please read the full Press Release here. (Opens as PDF).