Cadbury Gems, a chocolate brand, has announced that it will launch its first non-fungible token (NFT) collection of artworks created by children in India through a partnership with GuardianLink. The company also partnered up with Save The Children in order to donate the NFTs to underprivileged children.
Cadbury India Ventures into NFTs
Starting mid-July, parents can upload their child’s art directly onto its official platform. The brand will create an online gallery with digital collectibles that potential buyers can purchase using fiat currencies. The brand also introduced other technological innovations, such as Cadbury PlayPad which is an augmented reality gaming platform that makes learning more enjoyable and rewarding. With the launch of ‘Junior NFT,” the brand is taking its efforts to the next level by associating themselves with NFTs and using them for the greater good. Anil Viswanathan (Vice President of Marketing, Mondelez India) commented on the developments:
“Cadbury Gems Junior NFT Campaign is another step in leveraging newer platforms for meaningful moments of joy, learning and sharing with parents. To bring joy and purpose to all that we do, we will be holding NFT auctions in order to raise funds for education of children from underprivileged backgrounds. We hope this campaign will serve as a springboard to thousands of parents who are inspired and motivated by their children’s passion.