The renowned chocolatier Cadbury Gems forays into the NFT realm through its Junior NFT campaign that will be utilized to benefit underprivileged kids in India.
The parents across India are supposed to upload their kids’ artwork to Cadbury Gems’ official website to enter into this initiative.
Cadbury Gems teamed up with popular NFT launchpad GuardianLink to convert the kids’ artwork into NFTs.
The chocolatier will curate an online gallery of NFTs based on these submissions, and potential buyers will be able to purchase these assets using fiat currency. The NFTs will be saved in their wallet after each purchase.
These NFTs will be available on the GuardianLink platform, where different buyers will be able to bid on and purchase them repeatedly.
Ramkumar Subramanian, co-founder, and CEO of GuardianLink noted “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.
Cadbury Gems partnered with the non-profit organization ‘Save The Children’ to use the proceeds from NFT sales to fund underprivileged children’s education, to get them back to school and buy educational supplies for them, etc.
“This campaign launched by Mondelez holds value for us since both education and psychosocial support are considered critical areas of Save the Children’s programs,” Yasmin Riaz, director of Resource Mobilization for Save the Children, added.
According to Cadbury Gems, the marketing campaign for Junior NFT will include collaborations with online platforms, influencer engagement, and strategic social media channel usage, including participation from NFT communities.
