The The Ice Bucket Challenge has spread like wildfire across social media and become a pop culture phenomenon.
The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS (Amyotrophic Lateral Sclerosis) awareness. People can either accept the challenge or make a donation to an ALS Charity of their choice, or do both. Globally, the Ice Bucket Challenge has received $70.2 million in donations so far.
Initiating the challenge for the advertising industry, Curry-Nation undertook the challenge and Priti Nair, Co-founder, Curry-Nation challenged Pops (KV Sridhar) Chief Creative Officer, SapientNitro, R Balki, Chairman, Lowe Lintas & Partners and Chaks (K S Chakravarthy), National Creative Director, FCBUlka to the Ice Bucket Challenge while Nagessh Pannaswami, Partner, Curry-Nation nominated Ajai Jhala , CEO, BBDO India, Joseph George, CEO, Lowe Lintas & Partners and Josy Paul, Chairman & Chief Creative Officer, BBDO India to the challenge. Nair urged the advertising fraternity to continue the challenge for ALS and advertising.
Nair said, “This is a simple fun and exciting way to create awareness and has seen participation from people of all ages from children onwards. Why should the advertising fraternity not do something about it?”
Accepting the challenge, Pops (K V Sridhar) replied, “Who would be afraid of taking an Ice Bucket Challenge in the middle of the Mumbai monsoons? Especially when the day feels like summer. Jokes apart, it is for highlighting a cause, which gives me immense satisfaction in taking up the challenge this afternoon at Shivaji Park.”
Now it remains to be seen whether others nominated for the Ice Bucket Challenge will follow suit.
You can watch the video here: