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Chocolate brand Cadbury Gems has announced the launch of its very first non-fungible token collection (NFTs) of artworks made by children around India in partnership with the blockchain platform, GuardianLink. The company has also partnered with Save The Children to use the proceeds from the NFT sales towards the education of underprivileged children.
Cadbury India Forays Into NFTs
Starting mid-July, parents can upload their child’s art directly onto its official platform. The brand will then curate an online gallery of digital collectibles where potential buyers will be able to purchase them through fiat currencies. In addition to NFTs, the brand has also launched other technological innovations such as Cadbury PlayPad, an augmented reality gaming experience to make learning more fun and worthwhile. With 'Junior NFT,' the brand has taken its efforts a notch higher by associating with the world of NFTs and using it for the greater good of society. Commenting on the development, Anil Viswanathan, vice president of marketing, Mondelez India, said:
"Cadbury Gems Junior NFT campaign is yet another step towards leveraging newer platforms to create meaningful moments of joy and learning for every child and parent. With joy and purpose at the heart of everything we do, we will be hosting NFT auctions to raise funds for the education of under-privileged kids around the country. We hope our campaign works as a springboard and inspires thousands of parents focused on nurturing and contributing towards the passion of their children."