In an attempt to raise money and awareness for Amyotrophic Lateral Sclerosis (ALS), commonly called Lou Gehrig's disease, Indian celebrities are taking up the ASL Ice bucket challenge. ASL is a muscular degenerative disorder that affects the nuscle neurons of the body. It could cause paralysis, organ failure or in severe cases, it could lead to death.

According to the rules of the challenge, the participants have to shoot a video of themselves pouring a bucket of ice-water on their heads and then passing on the challenge to other people, who must complete the challenge in 24 hrs. In one of the several versions of the challenge, the participant must either complete the ‘Ice Bucket Challenge’ or donate $100 to the ASL Association.

The ASL Ice Bucket Challenge has become a viral phenomenon. Since the challenge videos hit YouTube and Twitter platform, ASL Association has received $14 million donations.

In India the ‘Ice Bucket Challenge’ started with Indian Tennis star, Rohan Bopanna, was nominated by former tennis player, Amrit Narsimhan. After taking up the challenge, Rohan Bopanna further nominated actor actor Rahul Bose, sports editor Digvijay Singh Deo and the entire team of Bengaluru Football club.

Renowned film stars & sports persons like Akshay Kumar, Abhishek Bachchan, Ritesh Deshmukh, Sania Mirza, and Mahesh Bhupatti among others have taken up the challenge and supported the cause.

This social phenomenon has garnered much interest in the global business world as well; with big players like Mark Zuckerberg, Bill Gates, Sue Desmond Hellmann among others.

Source: Business Insider India