#RiceBucketChallenge – An Indian twist to #IceBucketChallenge

#RiceBucketChallenge is the Indian desi twist to #IceBucketChallenge on Social Media. Manju Latha Kalanidihi, a journalist from the city of Hyderabad came up with the idea for a Rice Bucket Challenge. Rather than washing down the water in a country with scarce water supply, her train of thought was to feed the hungry for the inception of this challenge. Did you know? 312 Million (240 million rural people and 72 million urban people) people live below the poverty line – via World Bank Survey.

About The #RiceBucketChallenge

rice bucket challenge

As mentioned before ‘rice bucket challenge’ was the idea of Manju Latha Kalanidhi who posted the challenge, seeking friends to cook or buy one bucketful of rice and feed the poor in the locality. One can also donate medicines worth Rs. 100 to the nearest government hospital.

“It’s local, desi and a practical solution to issues in the vicinity. Instead of wasting water on ice bucket challenge, save water and feed the hungry,” Manju Latha wrote on her Facebook page.

Now, there is a dedicated Facebook page for this cause, the amounts of fans are increasing by the hour the brand page was started on 24th August, and it already has 40K Fans. To take part in this challenge – A participant is required to take a bucket of rice to a person who is unprivileged, click a picture of the donation and post the picture on Facebook/Twitter along with the hashtag #RiceBucketChallenge and nominating friends to take up the challenge.

We decided to get at the bottom of how this is spreading on social media, even though it encourages sharing pictures on Facebook/Twitter. It is starting to stir awareness and thus creating ripples of conversation on other social networks as well. We powered our research with the help of Talkwalker, and following are the findings:

Talking about #RiceBucketChallenge rich bucket social media

34K+ mentions including tweets, facebook posts, news articles about the challenge is an extremely good response in just 5 days. Though the overall mentions are decreasing as you can see in the graph but still it’s not too bad.

Overall Reach

rich bucket challenge social media

The reach of all combined social networks is what is giving impetus to this cause and as you can see in the scale below it has shown a rise of 192% in last two days. In the graph as well the noise has started on various social mediums as you see since 24th August and it is continuing to rise. And the best part is the global audiences are participating as well in this challenge and increasing awareness world-wide!

Top Twitter users

richbucket social media

Where Are The Celebrities?

Well, here is the interesting part! Before moving ahead you should watch this video-


In the ALS #IceBucketChallenge, every other post was a celebrity dumping the cold water on them. Where are the Bollywood celebrities for the #RiceBucketChallenge? Even the Facebook page invited celebs to participate. With their presence, all their fans will want to ape and be part of the bandwagon as well.

Priyanka Chopra has lent her support for the Rice Bucket Challenge and does not support the Ice Bucket Challenge in India due to the scarcity of water. We are waiting to see if other celebrities are going to be joining this challenge soon!

A lot of people from Twitter & Facebook have taken over this cause graciously, and here are some of images of them lending their support to increase awareness and help fade away the hunger:



With the challenge still being introduced so recently, is already on its way to becoming viral in India. With Increased awareness, visibility and participation towards this cause; highlights one thing loud and clear of how powerful social media has become in India.

Have you donated your bucket of rice? If yes, please do share the link of your image/video below in the comments section.

A social media and web tech enthusiast. I keep myself busy with building social media strategies, tactics, exploring new platforms and sharing the best of my knowledge online. I like to play basketball and football.

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