The famous "ice bucket" challenge is inspiring thousands of Indians to follow suit, but with a twist- they are replacing ice with rice in a bid to help the country's vast population of poor, hungry people.
The challenge, going viral on social media, involves donating a bucket of rice to someone in need and clicking a picture to share online, with a tag #RiceBucketChallenge, to raise awareness.
Started by 38-year-old journalist Manju Latha Kalanidhi in the southern city of Hyderabad, the movement's Facebook page (on.fb.me/1tASxph) defines it as a "local challenge for local needs" and has clocked more than 52,000 'likes' so far.