Flix Friday, January 16, 2015 - 05:30
The News Minute | September 20, 2014 | 05:27 pm IST  If a single event could gauge the power of the social media, the ALS Ice Bucket Challenge would definitely make it to one of the top most on the list. The challenge began as an attempt to raise awareness and donations for ALS, "a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord", which can often lead to complete paralysis.  Participants, taking on the challenge, are expected to dump ice water on themselves, and nominate other people to take on the challenge, making sure they capture it as a picture or video and post it on social media.  The challenge was a roaring success, spreading in countries across the world. At home, at the beach, in the bathroom, under a tree- you could take on the challenge almost anywhere and that is exactly what many were doing. The rich and the famous also pitched in, and the ALS Association collected donations beyond their expected amount.  However, the world had still not got enough to quench its thirst for challenges and thus rose these variants, mostly Indianised, some with good intention and others we are still trying to figure out.  The Rice Bucket Challenge, a brainchild of a Hyderabad based journalist, was her attempt to save water and donate rice to the needy.  In Kerala, actor Mammotty publicized the My Tree Challenge by posting a video of his planting a sapling in his Facebook page. The challenge was initiated by two nature lovers.  Facebook users then began a Book List Challenge posting the books that they a have read and liked the most. A comedian from Jordan initiated the Rubble Bucket Challenge to show solidarity to those from Gaza who lost their homes in the war. The challenge was further popularised by Palestinian journalist Aymal Aloul who also took up the challenge and post it online. The Facebook page of this challenge has over 12,000 likes. Love Bucket Challenge is the one started by a Kerala newspaper Malayala Manorama. It asks people to fill a bucket with goodies and donate it to any nearby orphanage. Kappi Challenge has been done by the Chennai Super Kings to commemorate the 375th anniversary of the city of Chennai.

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