Yes, the phenomenon has finally arrived in India. I am talking the ALS Ice-Bucket Challenge that has been trending on the social networks and pulling huge bandwidth on the World Wide Web. Just like millions of others, I too have been following this campaign since past few days and I truly believe this is the most successful viral campaign of recent times, especially because it was not created and pushed by any particular digital marketing agency. Besides all the fun of pouring ice-cold water on oneself, the campaign does help in spreading awareness about the Amyotrophic Lateral Sclerosis (ALS) which is a serious neurological disease, which really needs attention.
How does it work?
The ALS Ice-Bucket challenge which apparently started from an unknown source somewhere in northern part of US works on a simple rule. The person taking up the challenge, before pouring a bucket of ice-water on himself/ herself, names three or more friends to take up the challenge in the next 24 hours, failing which, the friends have to donate money towards the ALS Association, which is doing research on finding a cure for the disease.
The fun part is that this online movement caught on after some of the famous world personalities like Mark Zuckerberg, Bill Gates, Larry Page & Sergey Brin, Tim Cook, Satya Nadella, George W. Bush and others started pouring freezing cold water on themselves and in turn challenged their other famous friends. Meanwhile, the movement was also spreading fast amongst Western celebrities like Tom Cruise, Charlie Sheen (epic video), Robert Downey Jr., Jon Bon Jovi, Jennifer Lopez, Oprah, Steven Speilberg, Britney Spears, Iggy Azalea, Selena Gomez, 50 Cent, Chris Hemsworth, Kaley Cuoco, Jack Black and many others… (The list is endless with new names adding up as you read this). The most important part being, the hundreds of not-so-famous people who took up the challenge and made it a massive movement in the US and other parts of the world. The fascinating part though is that not only are people having their bit of fun by drenching themselves in freezing ice-cold water, but they are also contributing (hopefully a large) sum from their bank accounts to ALS Association.
Bollywoodification of Ice-Buckets
The challenge reached the Indian shores sometime last week when I saw some of my friends doing it and posting their videos on Facebook and Twitter. However, it was only a