Last year’s viral sensation, the Ice Bucket Challenge (IBC), raised $115 million for the cause of ALS, a motor neurone disease. The ALS Association has invested some of this money in a few research projects, to begin with. The IBC spawned several other challenges including the Rice Bucket Challenge (RBC) and now, the Wake Up Bucket Challenge.

As far as challenges go, this is certainly easier, though no less nobler, than the Ice Bucket Challenge. Equally, as with the IBC, the charge of wasting water could apply too. Electric water heater brand Racold Thermo has launched a challenge that entails pouring a bucket of warm water over oneself, nominating a friend for the challenge and uploading the video on the Wake Up Bucket Challenge microsite or on the company’s Facebook page. For every 25 videos uploaded Racold Thermo will donate one water heater to the underprivileged, through old age homes and orphanages. Prashant Dhar, Head – Marketing, Racold Thermo, says bathing is a difficult task in winters in the North and the East, and this challenge hopes to help ease the chore. “The IBC transformed into something we relate to, in this case,” says Dhar, adding that he does not see any wastefulness. “Pouring warm water over yourself is like taking a bath. The idea is to engage with youth,” he says. At least people come to know about it whether they take the challenge or not, he says.

The campaign does not seem to have made much headway, though. Only 41 people have taken the challenge so far and two heaters have been donated. (One heater benefits 250 people, says a note on the website). Dhar says they have increased digital media spends and are planning to rope in a Twitter celebrity to boost participation, apart from extending the campaign by another month. They are also planning to lower the slab to five challenges for one geyser, in order to create a higher impact.

The market’s heating up

A larger challenge for Racold Thermo is to increase the penetration of electric water heaters. Even in urban India, it is just 10 per cent. Compare this with washing machines (40-45 per cent) and refrigerators (60-65 per cent). (The growth comes primarily from the replacement market there, says Dhar.) The first-time installation market is huge for a water heater. Lifestyle changes are making it “almost a necessity rather than a luxury”. Companies have realised the potential and the category is now seeing greater activity.

There are 25-30 brands in this segment, estimated at ₹800 crore. International brands such as Haier, AO Smith, Ferroli, Morphy Richards and Atlantic are entering the market, some through alliances with local brands such as Hindware, for whom water heaters is a diversification. Other than Racold, brands such as Venus and Bajaj dominate the category. Racold has been around for the last 50 years and has a 28 per cent market share. Small appliance marketers, such as Usha, Orient and Havells operate in this segment. A CAGR of 10-12 per cent in the last four years slowed down due to economic conditions last year but will recover for sure this year, says Dhar.

Meanwhile, the Rice Bucket Challenge turned 175 days old this week, and is still going strong. Manju Latha Kalanidhi, its initiator, estimates that the amount of rice donated has easily crossed 85,000 kg. About 30 corporates have donated 3,000 kg each, on average, she says. Kalanidhi will soon receive the UN-Karmaveer Chakra award and a fellowship which will enable her to discuss taking the challenge forward. “I find Facebook is the best way to keep it active,” says Kalanidhi, adding that RBC was rated as one among India’s top five social media initiatives of 2014 in various year-ender lists.

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