Hyderabad: Inspired by the ongoing "Ice Bucket' Challenge", and simultaneously with a Palestinian journalist launching "Rubble Bucket Challenge" to garner support for Gaza, a journalist from Hyderabad Manjulatha Kalanidhi is running a campaign called the "Rice Bucket Challenge".
[Purnima Sri Iye (right), a journalist at Metro India, is among the first to donate rice as part of the Rice Bucket Challenge. (Video Grab)]
Through her campaign, which is fast gaining support across India, Manjulatha is urging people to donate a bucket full of rice to the poor.
“I was impressed by the idea and the efforts they were making against ALS. But I thought it was wastage of water if people were merely throwing bucket full of it over their heads. I felt that it would be much more relevant to Indian situation if people come forward with a bucket full of rice and contribute it to the needy,” said Manjulatha.
Her novel idea, begun through Facebook on Sunday morning, evoked quick response and more and more people started coming forward to join the movement by liking the page and taking part by donating rice buckets.
The explosion of interest in the rice challenge is an indicator of how powerful social media has become in India.
Vijeye, who took this challenge, said, "So many people in our country don't have food to eat. Charity begins at home and we don't have to look too far to do some charity."
Narsimha Murthy said, "It's an innovative step, we are happy we also did, others should also help like this."
Almost simultaneously with Manjulatah, a Palestinian journalist a Palestinian journalist Ayman al Aloul launched 'Rubble Bucket Challenge'.
He said his campaign by pouring a bucket of dust is to show solidarity with the Palestinian kids who are being buried under rubbles on a daily basis.
"I have to do something and to send a message all over the world about Gaza," Ayman al Aloul, a journalist who launched the campaign, told NBC News.
"It came to my mind that it's good idea to show the whole picture - how Gaza looks now, rubble, destruction, cement with sand, small rocks," Aloul added.
Celebrities around the world, including former President George W. Bush to Lady Gaga to Oprah Winfrey, have taken the ice bucket challenge and posted their videos on the internet to help raise money for and awareness about amyotrophic lateral sclerosis (ALS), which is a neurodegenerative disease.
The viral sensation has earned $62.5 million for the ALS Association, which works to fight the neurological disorder also known as Lou Gehrig's Disease.
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