Rice bucket challenge: Donate a bucket of rice to the needy and post photo online
It is ice versus rice now. The difference - the ice bucket comes only if one tries to duck the actual donation for charity. For rice - it is donation all the way.
But Hyderabad-based Manjulatha Kalanidhi's brainchild - calling for donation of a bucket of rice and posting the picture online - is doing well. And not just among netizens in India. It seems to have found resonance across the world.
Even Ms Kalanidhi is floored by the response.
"It has a small incentive - post a photo and get liked... but from Sweden, from Australia, from America, people came up with their own little versions," she said. "I sat up the whole night. Amazing to see the shares and the likes... It is like a social media tsunami. Exponential. It goes one, four, sixteen..."
Ms Kalanidhi, who, incidentally, works for a rice website, oryza.com, said, "I hope Indians take it up in a big way and make ice bucket challenge a secondary phenomenon.''
Oh - How you take the challenge? Simple. Cook or buy a bucket of rice and feed someone who needs it. Post photo online, using hashtag #RiceBucketChallenge. And don't forget to ask friends to pay it forward.