First came the Ice Bucket Challenge, and now there's the Rice Bucket Challenge – India's twist on the fundraising campaign that has taken the internet by storm.
Unlike the Ice Bucket challenge, which involves pouring icy cold water on one's head to raise awareness of amyotrophic lateral sclerosis (ALS), participants of the Rice Bucket Challenge do not dump rice over their heads. Instead, they are asked to buy or cook a bucket of rice and give it to someone in need.
Alternatively, participants can donate medicines worth 100 rupees ($1.65) to the nearest government hospital.
The project, launched over the weekend, is the brainchild of Indian journalist Manju Latha Kalanidhi, who was seeking "a local, practical and tangible" response to the Ice Bucket challenge.
The movement rapidly garnered support from netizens across the world, with its Facebook page receiving more than 22,000 likes.