Cadbury Gems Enters The NFT Space With Philanthropic Intentions


Cadbury Gems proceeded into the world of Non-Fungible Token (NFT) collection through their new campaign. The campaign is called the Junior NFT campaign. The chocolate manufacturing company has decided on a blockchain collaboration with a philanthropic purpose.

The blockchain platform, GuardianLink will be working to convert the artwork made by children across the country into Non-Fungible Tokens.

This partnership is Cadbury Gems’ first ever association in the Non-Fungible Token space.

Cadbury has also partnered with Save The Children through which the proceeds from the Non-Fungible Token sales will be donated to underprivileged children.

This program is directed to help children to send them back to school and also ensure that children get access to educational equipment along with other necessary help.

All the buyers will have the chance to purchase Non-Fungible Tokens through fiat money. From mid-July parents shall be invited to upload their children’s art directly onto the microsite.

Cadbury Will Create A NFT Gallery

Parents who are invited to upload their children’s art onto the microsite will then be able to look at the artwork in an online gallery. Cadbury Gems will create an online gallery of digital collectibles which then buyers will have an access to.

Buyers can then purchase the NFTs through fiat money. Once the purchase is successful, the Non-Fungible Tokens will get stored in their respective wallets.

Ramkumar Subramanian, co-founder and CEO of GuardianLink, mentioned,

GuardianLink aims at elevating the potential of NFTs by associating with brands and artists across the globe.

Additionally, he stated that,

 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.

Related Reading | Why PlayStation Will Offer Digital Collectibles But “Definitely Not NFTs”

NFT Campaign To Extend Educational And Psychosocial Support In Critical Areas

Cadbury Gems undertook this campaign to not only fuel children’s passion but also to nurture underprivileged children by providing them access to education and psychosocial support.

Yasmin Riaz, Director of Resource Mobilization for Save the Children, India stated,

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 programmes. 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.

Anil Viswanathan, vice president – marketing, Mondelez India, said,

We hope our campaign works as a springboard and inspires thousands of parents focused on nurturing and contributing towards 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.

These NFTs shall be made available on the GuardianLink platform on which the buyers shall be able to bid and purchase the NFTs over and over again.

Related reading | NFT Marketplaces Thrives As DeFi Protocols Suffer

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