Launched more than five decades ago, Cadbury Gems — with its unique format of colorful, chocolate buttons — has become part of every Indian kid’s childhood. Proudly supporting children’s ingenuity and imagination, masti, and colors, the company’s latest campaign is in line with these admirable values Cadbury Gems is driven by. Developed with the help of Ogilvy India agency, the chocolate brand has finally entered the NFT world with its first-ever collection, entirely conceived by kids around the country.

Enter the “Junior NFT” initiative, a campaign in which the little ones are not only given the chance to become the artists of unique digital collectibles but are also given the great opportunity to use their imagination to help change the reality of other, less fortunate kids into a much better one. The idea behind conceiving this campaign comes from the insight that it is in the kids’ nature to express their thoughts through art. “Kids love to draw. EVERYWHERE,” says Neville Shah, Senior Executive Creative Director, Ogilvy.

So why not use this passion of theirs for artistry to bring more color into the lives of underprivileged kids? “Launching their drawings as NFTs gives them a chance to flaunt their skills, sell their art and, in turn, help bring a little bit of color and masti into the life of another. The best part about the idea is that it can potentially last forever,” continues Shah.

Have you ever imagined that your child’s creativity can help positively influence the future of other kids? If so, now is the best time to work with your little one, nurture their creativity, and turn your child’s artistry into a perfect tool to generate funds for those who are in need. But first, you might want to know how this work.

For the Junior NFT campaign, Cadbury teamed up with the blockchain platform, GuardianLink, to convert all the artwork into NFTs. “GuardianLink is happy to associate with Cadbury 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,” explains Ramkumar Subramaniam, CEO & Co-Founder, GuardianLink.

The chocolate company has also partnered with Save the Children, redirecting the proceeds from selling the collectibles to the NGO, which will the money to support the education of marginalized kids. The focus is to send them back to school, purchase new education equipment, and take care of other needs these new students will have.

Yasmin Riaz, Director, Resource Mobilization for Save the Children, India, adds: “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 programs. 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.”

As of mid-July, parents are invited to encourage their kids to express their ideas through art. Then, they need to upload the artwork directly onto Cadbury Gems’ site. The submitted works of art will enable the company to curate a one-of-a-kind digital gallery of collectibles, which buyers can purchase through fiat currency. Next, the unique assets will be stored in their wallet. Plus, the Mondelez-owned brand plans to turn this action into a never-ending cycle of good, as various shoppers will be able to bid and buy the NFTs again and again, thus “making it the longest running charity campaign.”

Commenting on the initiative, Anil Viswanathan, Vice President – Marketing, Mondelez India, said: “Digital collectibles and blockchain technology are 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., the 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 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.”

One other brand that has stepped inside the NFT universe to use such digital assets to support a good cause is The Corbett Foundation, whose collection of limited NFTs was created to help the organization continue its mission to safeguard the existing population of tigers. Another collection, this time developed by Alivia Oncology Foundation with the help of Ogilvy Poland, was created to come to the aid of cancer-diagnosed patients, with the artwork put up for sale showcasing cancer cells.

Cadbury Gems’ initiative will be supported by an integrated marketing campaign, including collaborations with online platforms, influencer engagement, and strategic engagement on social media channels, even across NFT communities. The campaign targets India only and is available until August 26th.

Credits:

Client: Cadbury Gems

Agency: Ogilvy India