On Twitter, author Chetan Bhagat has pledged to fast for his wife Anusha and also nominated UTV's Ronnie Screwvala, Bollywood singer Mohit Chauhan and renowned journalist Shekhar Gupta to do the same.
The idea of #FastForHer went viral when Anupam Mittal, the founder and CEO of People Group which owns Shaadi.com, took the pledge on Twitter and nominated author Chetan Bhagat and others to follow suit.
So far around 5.3 lakh people have taken the pledge on a website specially created for the purpose as a social initiative by Shaadi.com.
A 'FastForHer' website has been created for the social initiative.
On the occasion of Karwa Chauth, when wives undertake day-long fast for the long lives of their husbands, the #FastForHer initiative hoped husbands would also fast for the long lives of their wives.
"I have always believed that a marriage is successful when there's love, respect and equality. I hope that more men join in and #FastForHer," said celebrity author Chetan Bhagat.
Music composer Sulaiman Merchant said, "I think #FastForHer is a fantastic thought. I completely support the idea of showing your wife that you care!"
Many doting husbands on TV serials like Hiten Tejwani, Varun Badola, Jay Bhanushali have also taken the pledge to fast for the special woman in their lives this 11th of October.
"I am proud to be a part of the #FastForHer initiative. I think it's a great idea, to ask men to take a stand and fast for their wives," said TV actor Hiten Tejwani.
A 'FastForHer' website has been created for the social initiative and features a counter of the number of pledges taken.
The site features all the celebrity pledges too.
In addition, there is a moon tracker that helps you find the moon rise time in your city on October 11.