Cadbury Gems, the famous subsidiary of Mondelez Foods India has ventured into the web3 space with the launch of their Junior NFT Campaign. The project aims to boost the inquisitiveness and artistic tendencies in children from a young age to nurture their creativity by converting hand-made art into NFTs.
Cadbury Gems has partnered with GardianLink, a blockchain platform to convert these art prices into NFTs. This project has garnered a lot of attention from parents and NFT collectors alike. When asked about the collaboration co-founder and CEO of GuardianLink, Mr. Ramkumar Subramanian said:
“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.”
He also added that “This is perhaps a big leap in the timeline of setting up NFT’s prominence and in making NFTs accessible to all”.
The Greatest NFT Campaign Ever
The philanthropic objective of the project is what sets it apart from other web3 campaigns launched by other brands. All the proceeds from the digital NFT sale will be donated to the Save the Children Foundation to bring back underprivileged children to school and provide them with the resources they need to continue their education.
Parents across the board have resonated with the nobility of the project and have expressed immense pleasure and gratitude towards the campaign. The Cadbury Gems website is currently live and has allowed parents to register on their website from mid-July and upload their child’s handmade art on the website.
These art pieces will be converted into NFTs and an NFT gallery will be made available on the website, where parents and NFT collectors can enjoy the sweet NFTs and buy them with fiat money in the auction. Every bidder at the auction is mandatorily required to have a digital wallet, where the NFT will be credited after the purchase. There is no restriction on the number of NFTs a person can buy at the auction.
Marketing Analysis
This NFT project is among the most popular NFT campaign done by brands in India and has garnered a lot of support from the community, all thanks to the noble cause.
The campaign is a shiny new addition to the marketing portfolio of Mondelez Foods India and they wish to take customer engagement to the next level with this campaign while using the proceeds for a greater cause.
“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. 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.“ Anil Vishwanathan, VP of Marketing at Mondelez India
This campaign strikes the perfect balance between marketing incentives for a brand and the social benefits to society. While the campaign acts as an anchor for Cadbury in the marketplace, it also adds value to the lives of underprivileged kids.
Brands can learn a lot of things from this campaign in terms of how to position their web3 marketing campaigns to get optimal results. As the web3 landscape develops and takes shape, brands like Cadbury Gems pave their way through innovative campaigns that show their mission and will reap huge benefits drawing in a lot of attention toward their brand.
