Cadbury Gems in India has launched its first NFT collection through the latest Junior NFT campaign. The chocolate company has collaborated with the blockchain platform, GuardianLink to convert artwork made by kids around the country into NFTs.
In addition, the brand has partnered with Save The Children to use the proceeds from the NFT sales towards the education of underprivileged children; focusing on getting them back to school the purchasing educational equipment, among other things.
Potential buyers will be given an opportunity to purchase the NFTs through fiat currency.
Commenting on the campaign, Anil Viswanathan, Vice President of Marketing at Mondelez India said,
“Digital collectibles and blockchain technology is slowly gathering pace in India and NFTs are an enabler for us to offer an immersive experience to our consumers. Cadbury Gems Junior NFT campaign is yet another step towards leveraging newer platforms to create meaningful moments of joy and learning for every child and parent.
“We will be hosting NFT auctions to raise funds for the education of underprivileged kids around the country. We hope our campaign works as a springboard and inspires thousands of parents focused on nurturing and contributing toward the passion of their children. We are eager to see the response and look forward to receiving support for the brand’s first NFT with a cause.”
Yasmin Riaz, Director of Resource Mobilization for Save the Children, India added,
“This heart-warming campaign launched by Mondelez holds great value for us since both education and psychosocial support are critical areas of Save the Children’s programmes.
The activity also gives children a sense of engagement and emotional wellbeing and inspires them to contribute towards securing rights of children from marginalized communities.”
