CB BureauThe press release did not provide much of an explanation except that the company wanted to host ‘a laughter-filled, adrenaline-pumping birthday bash’ and also ‘guarantee a gems-filled experience that was chocolaty, colourful and abundant.’ (All adjectives are theirs.)
The rationale was that families had ‘missed out on the fun of celebrating birthday parties during the pandemic.’ As per the press release, participating children and their parents were part of a world record where thousands of them popped open a pack of ‘More Chocolaty Gems’.
When CB reached out to the company’s representative for them to clarify if there was a corporate social responsibility (CSR) aspect to the activity, there was no response. We also wanted to know if there was a sugar-free or less-sugar version of the gems the company was trying to promote among children. No response to that either.
It is mentioned in the press release that Cadbury Gems is also partnering with some NGOs to host the event in a few orphanages and ‘celebrate the day with cakes and goodies’. However, no details about the NGOs, locations or dates are mentioned.