Cadbury Gems launches NFT fundraiser to raise money for charity

Cadbury Gems has announced the launch of its first Non Fungible Token (NFT) collection through the latest Junior NFT campaign. The chocolate manufacturer has collaborated with the blockchain platform GuardianLink to convert works of art made by children around the country into NFTs.

In addition, the brand has partnered with Save The Children to use the proceeds from the NFT sale to educate underprivileged children; with a focus on getting them back to school, including the purchase of educational equipment.

Potential buyers will have the opportunity to buy NFTs through fiat currency.

Commenting on the campaign, Anil Viswanathan, Vice President of Marketing at Mondelez India, said, “Digital collectibles and blockchain technology are growing slowly in India, and NFTs are enabling us to offer an immersive experience to our consumers. Cadbury Gems Junior NFT Campaign is another step towards leveraging newer platforms to create meaningful moments of joy and learning for all children and parents.

He added: “We will host NFT auctions to raise funds for the education of underprivileged children around the country. We hope our campaign acts as a springboard and inspires thousands of parents who focus on nurturing and contributing to their children. We are eager to see the response and look forward to receiving support for the brand’s first NFT with a case. ”

Yasmin Riaz, Director of Resource Mobilization for Save the Children, India added: “This heartwarming campaign launched by Mondelez is of great value to us as both education and psychosocial support are critical areas of Save the Children programs. The activity also gives children a sense of commitment and emotional well-being and inspires them to help secure the rights of children from marginalized backgrounds. ”

Furthermore, Ramkumar Subramanian, CEO of GuardianLink, said: “GuardianLink is pleased to join Cadbury’s Gems and Mondelez for their unique NFT creation. GuardianLink aims to raise the potential of NFTs, by diversifying with brands and artists across It’s also exciting to see how brands effectively connect to the next generation of consumers by launching curated NFT collections, which is perhaps a big leap in the timeline for setting up NFT’s prominent place and making NFTs accessible to all. “

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