Social media has been abuzz with videos and posts of people dousing themselves in ice-cold water. From celebrities, both Indian and global, to young & old alike, people have willingly volunteered to participate in the ALS Ice Bucket Challenge and thrown down the gauntlet to their friends, a movement that has snowballed into a social media trend, raising crucial awareness and funds for ALS.

But it’s not just celebs and folks who have participated in the challenge – now, corporates too are doing their part to raise awareness for a good cause.

Take for instance: TO THE NEW, Asia’s leading digital powerhouse, where key executives have taken the ALS Ice Bucket challenge.

Several executives from TO THE NEW group companies, across India, China and Singapore offices participated in the challenge, posted videos getting drenched in the iced bucket to raise awareness for ALS. Among the participants are head honchos of several of the group companies including Kesavan Kanchi Kandadai – CEO, Tangerine, Deepak Mittal – CEO, IntelliGrape, Anshul Jain – CEO, ThoughtBuzz, Raman Mittal – CBD, IntelliGrape, Rex Huang – CEO, Techsailor China and Irfan Khan – Marketing Head, TO THE NEW.

TO THE NEW has been challenged by Marketing Interactive Magazine from Singapore. TO THE NEW has further challenged Sony LIV, Amazon Internet Services India, afaqs! and Times Innovation Media Ltd to take the epic #icebucketchallenge.