Campaign SpotlightPress Release

Cadbury Gems kickstarts world’s longest running charity campaign created by Ogilvy India

MUMBAI, INDIA — Cadbury Gems, one of India’s oldest and most loved chocolate brands, launched its  #GemsJrNFT campaign in 2022. Aimed at adding utility to kids’ paintings for a noble cause, this unique initiative used blockchain technology to convert regular artworks into NFTs. Out of the converted artworks, 1544 NFTs have already been pre-booked, and the exciting drop took place on February 15. Every time these NFTs are re-sold a portion of the proceeds is donated to Save the Children, making this campaign the world’s longest-running charity.

These digital collectibles are available for sale on and potential buyers can transfer their NFTs to Metamask wallet and trade in platforms like With every re-trade, 5% of the royalty would continue to go towards the charity and the cycle will be never-ending as the royalty is coded in the smart contract while minting the NFTs.

Nitin Saini, Vice President, Marketing, Mondelez India said, “Over the years, Cadbury Gems has become synonymous with joy and playfulness at the back of encouraging children’s imagination and giving flight to their creativity. Through NFTs and blockchain technology, we have been able to direct their ingenuity toward a great cause. This effort is well aligned with our mission to go beyond just storytelling and make some real difference through our iconic brands like Cadbury Gems. We believe that our consumers will be just as excited to own a piece of the collection as they are to support a worthy cause.”


Neville Shah, Senior Executive Creative Director, Ogilvy India added, “Cadbury Gems has always encouraged children to have fun with their colorful imaginations. And what better way to do it than letting them draw; and letting their drawings help kids, who need help? And that’s when we asked ourselves one question: If art is forever, shouldn’t its impact be too? That’s the birth of the longest-running charity.”

Ramkumar Subramanian, CEO & Co-Founder, GuardianLink said, “While it is definitely a pleasure for GuardianLink to power the technology behind digital collectibles, it gives us an enhanced sense of pride and satisfaction to be behind an NFT project aimed at a noble cause… And that too, aspiring to be the world’s longest-running charity! This, I am sure, will be one of the most eventful collaborations in the history of digital collectibles! We aspire to collaborate and power the technology of more such noble and charitable digital collectible initiatives in the future!”

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