The World famous ice bucket challenge has been re-invented in India and christened the rice bucket challenge, only this time it is to fight hunger in poor neighbourhoods, not a disease.
In this case, the challenge involves giving a bucket of rice to someone in need and taking a picture of the gesture to share online with the hashtag #RiceBucketChallenge.
This Indian version was started by 38-year-old journalist – Manju Latha Kalanidhi – in the southern city of Hyderabad, who felt the ice bucket challenge was “a little bizarre.”