Cadbury gems partners with GuardianLink

Cadbury gems partners with GuardianLink
Cadbury gems partners with GuardianLink

GuardianLink, the NFT ecosystem company has partnered with Cadbury Gems, one of India’s oldest and much-loved chocolate button brands, to convert artwork made by kids around the country into NFTs, celebrating their colorful imagination. With this association, Cadbury Gems has announced its entry into the NFT space with the launch of its first ever NFTs (non-fungible tokens) through the latest Junior NFT campaign. 

Moving the needle from storytelling to story doing, the brand has also partnered with Save The Children to use the proceeds from the NFT sales towards the education of underprivileged children; focusing on getting them back to school, purchasing educational equipment, etc.

To bring this idea alive, the brand has identified a phase-wise approach kickstarting mid-June wherein parents will be invited to upload their child’s art directly onto the microsite. Through these entries, the brand will curate a one-of-its-kind online gallery of digital collectibles, and potential buyers will be given an opportunity to purchase these unique assets through fiat currency. After every purchase the NFT will be stored in their wallet. These NFTs will be available on the GuardianLink platform where various buyers will be able to bid and purchase it again and again; making it the longest running charity campaign. 

GuardianLink which specializes in Guardian Branded MarketPlace product and Legitimacy Protocol for NFT’s, has extensive experience in the NFT space and with over 45 marketplaces launched in 30 countries. With offices in India, Japan, and Singapore, the company houses 350 NFT concept creators and blockchain technologists, teamed with product specialists.

Ramkumar Subramanian, CEO & Co-Founder, GuardianLink added “GuardianLink is happy to associate with  Cadbury's Gems, and Mondelez for its one of a kind NFT creation. GuardianLink aims at elevating the potential of NFTs, by diversifying with brands and artists across the globe. It is also exciting to witness how brands are effectively connecting with their next generation consumers via launching curated NFT collections. This, is perhaps a big leap in the timeline of setting up NFT's prominence and in making NFTs accessible to all"

Commenting on the campaign, Anil Viswanathan, Vice President - Marketing, Mondelez India said, “Digital collectibles and blockchain technology is slowly gathering pace in India and NFTs are an enabler for us to offer an immersive experience to our consumers. After the successful online Gems birthday bash, the PlayPad learning application, etc., 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. We are eager to see the response and look forward to receiving support for the brand’s first NFT with a cause.”

Yasmin Riaz, Director, Resource Mobilization for Save the Children, India said, “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.”

Cadbury Gems Junior NFT will be supported with a high decibel integrated marketing campaign including partnerships with leading online platforms, influencer engagement, and strategic engagement on social media channels, even across NFT communities.

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing