Cadbury Gems Reveals NFT Campaign

Cadbury Gems has revealed the launch of its first-ever NFTs through its campaign called Junior NFT. For this campaign, the brand has associated with the blockchain platform, GuardianLink, to convert artwork made by children (India) into NFTs. It has also partnered with Save The Children, an NGO, to use the proceeds from the NFT sales towards the education of needy children.   

Starting mid-July, parents will be requested to upload their child’s art directly onto the microsite. Cadbury Gems will then curate an online gallery of digital collectibles, and potential buyers will be given a chance to purchase these assets through mandate currency. The NFT will be stored in their wallets post every acquisition.   

Remarks on Cadbury Gems NFT Campaign

cadbury-nft
Cadbury NFT

Anil Viswanathan, vice president of marketing, Mondelez India, mentions that digital collectibles and blockchain technology are slowly picking up pace in India and NFTs are an enabler for them to offer an immersive experience to their customers. After the successful online Gems birthday bash, the PlayPad learning application, etc., the Cadbury Gems Junior NFT campaign is yet another step towards using newer platforms to produce meaningful moments of joy and learning for every child and parent.

He also adds that with joy and purpose at the heart of everything they do, they will be hosting NFT auctions to raise funds for the education of underprivileged kids around the country and are also hoping that their campaign works as a springboard and uplifts thousands of parents focused on facilitating and contributing towards the passion of their children. They are eager to glimpse the response and look forward to welcoming support for the brand’s first NFT with a cause.

Shekhar Banerjee, chief client officer head, West, Wavemaker India, expressed that this is a complex execution particularly given the low adoption of NFTs. So, they are working together with their tech partners to ensure a seamless experience for the end user & drive ultimate output for the campaign – all for a cause to aid the young artists cherish their talent to help build a future for underprivileged kids, which is as colorful as Cadbury Gems. 

Neville Shah, senior executive creative director, Ogilvy, cites that “Kids love to draw”. And the thought came from – what if we could turn their desire to draw into something even more. Something that brings color into the life of others. Projecting their drawings as NFTs gives them a chance to exhibit their skills, sell their art, and in turn, help bring a little bit of color and excitement into the life of another. The best part about the idea is that it may potentially last forever.

Ramkumar Subramanian, CEO, and co-founder, GuardianLink, stated that GuardianLink is happy to associate with Cadbury’s Gems and Mondelez for its one-of-a-kind NFT creation.

Also Read, Stepwise guide on creating your first NFT

In addition, the CEO mentions that the company aims at boosting the potential of NFTs, by diversifying with brands and artists across the globe. As per Subramanian, it is also compelling to witness how brands are effectively connecting with their next-generation customers through launching curated NFT collections. This is perhaps a big leap in the timeline of setting up NFT’s dominance and in making NFTs accessible to all said the CEO.  

Yasmin Riaz, Director, Resource Mobilisation for Save the Children, India, remarked this campaign launched by Mondelez was heartwarming and also emphasized how it holds great value for them since both education and psychosocial support are crucial areas of Save the Children’s programs. Adding on Riaz said that the activity also presents children with a sense of engagement and emotional well-being and encourages them to contribute towards securing the rights of children from marginalized communities.

The NFT campaign will be endorsed by partnerships with online platforms, influencer engagement, and strategic engagement on social media channels, including across NFT communities.


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NFTHI does not recommend any kind of Investment in NFTs or NFT trading. All the strategies are merely educational references.

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