Cadbury Gems, the popular chocolate button brand, has joined hands with the popular blockchain platform GuardianLink. The partnership aims to transform kids’ artwork into non-fungible tokens or NFTs. This partnership is Cadbury Gems’ first step into the vast world of NFTs.
About the Campaign
The partnership between Cadbury Gems and GuardianLink is with a noble cause. All proceeds from the sale of these NFTs will be utilized for the education of underprivileged children. Cadbury Gems and “Save The Children” have collaborated as part of the campaign.
Parents will be allowed to put their children’s artwork directly onto the webpage starting in the middle of July. The brand will compile an online gallery of digital collectibles using these submissions, and potential customers will be able to acquire these assets using fiat currency. They will preserve the NFT in their wallet after each transaction. The GuardianLink platform will have these NFTs available, and buyers can bid and repurchase them there.
Anil Viswanathan, Vice President- Marketing of Modelez India, remarked that digital collectibles like NFTs and blockchain technology were becoming increasingly popular in India. This collaboration, says Viswanathan, would enable the chocolate brand to offer a unique experience to its customers. Cadbury Gems expects consumers to come forward and support the brand’s “NFT with a cause”. The chocolate button company also intends to enter the metaverse shortly. This collaboration also aims to strengthen the bond between parents and children. CEO and co-founder of GuardianLink, Ramkumar Subramanian, said that NFTs bring an emotional quotient into the world of commerce.