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Digital: Cadbury Gems forays into the world of NFTs to generate funds for less fortunate kids

NEW DELHI, INDIA — Chocolate button brand Cadbury Gems has announced the launch of its first-ever NFT (non-fungible tokens) through the latest Junior NFT campaign.

From launching the successful online Cadbury Gems birthday party with YouTube sensations Aayu- Pihu to introducing the Cadbury PlayPad, an augmented reality gaming experience to make learning fun, the brand continues to leap into the world of today’s tech-savvy generation and provide innovative engagements for every parent focused on their kid’s development. With Junior NFT, the brand has taken its efforts a notch higher by associating with the blockchain platform, GuardianLink to convert artwork made by kids around the country into NFTs, celebrating their colorful imagination.


Moving the needle from storytelling to story doing, the brand has also 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, purchasing educational equipment, etc.

To bring this idea alive, the brand has identified a phase-wise approach kickstarting in mid-July wherein parents will be invited to upload their child’s art directly onto the microsite. Through these entries, the brand will curate a one-of-its-kind online gallery of digital collectibles, and potential buyers will be given an opportunity to purchase these unique assets through fiat currency. After every purchase, the NFT will be stored in their wallet.

Weaving joy and purpose in the most colorful way, the cycle of goodness will be never-ending with these NFTs as various buyers will be able to bid and purchase it again and again, making it the longest-running charity campaign.

Commenting on the campaign, Anil Viswanathan, vice president – marketing, Mondelez India said, “Digital collectibles and blockchain technology are slowly gathering pace in India and NFTs are an enabler for us to offer an immersive experience to our consumers. After the successful online Gems birthday bash, the PlayPad learning application, etc., 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. With joy and purpose at the heart of everything we do, 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.”

Neville Shah, senior executive creative director, Ogilvy, added, “Kids love to draw. EVERYWHERE. The idea came from what if we could turn their urge to draw into something even more. Something that brings color into the life of others. Launching their drawings as NFTs, it gives them a chance to flaunt their skills, sell their art and in turn, help bring a little bit of color and masti into the life of another. The best part about the idea is that it can potentially last forever.”

Ramkumar Subramanian, CEO & co-founder, GuardianLink added “GuardianLink is happy to associate with Cadbury Gems, and Mondelez for its one-of-a-kind NFT creation. GuardianLink aims at elevating the potential of NFTs, by diversifying with brands and artists across the globe. It is also exciting to witness how brands are effectively connecting with their next-generation consumers via launching curated NFT collections. This is perhaps a big leap in the timeline of setting up NFT’s prominence and in making NFTs accessible to all”

Yasmin Riaz, director, resource mobilization for Save the Children, India said, “This heartwarming campaign launched by Mondelez holds great value for us since both education and psychosocial support are critical areas of Save the Children’s programs. 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.”

Cadbury Gems Junior NFT will be supported with a high decibel integrated marketing campaign including partnerships with leading online platforms, influencer engagement, and strategic engagement on social media channels, even across NFT communities.

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