I worked with Bulgari in Milan to rework their marketing strategy to be targeted more effectively towards the millennial target segment, suggested a revamped strategy for their social media to connect better and for the brand to capitalise on their rich heritage of ROMA and fleshed out two main brand campaigns.

1. A MARKETING PROPOSAL

2. I . B U L G A R I ' S R O M A - H E R I T A G E & I N C E P T I O N
I I . B R A N D P E R C E P T I O N
I I I . I D E A S T O E N G A G E W I T H A Y O U N G E R T G
I V . S O C I A L M E D I A I D E A S
V . B R A N D C A M P A I G N # 1
V I . B R A N D C A M P A I G N # 2
OUTLINE

3. You can take Bulgari out of Rome, yet still not take the Rome out of Bulgari. The globally celebrated
heritage brand captures the very soul of Roma tracing back it's heritage to 1884. Bulgari proved to be an
outlier being amongst the first jewellers in the 1950s to use colour in a daring new way, choosing gems for
their chromatic effect rather than for their value alone, thus opening the treasure chest of myriad hues.
The designs echo the majestic Byzantine mosaics, Renaissance frescoes, art-rich churches and takes an
attempt at curating designs that mirror contemporary art. It's a brand moving forward at the speed of light
with which the world is changing yet its rooted in its rich heritage whispering the tales of a bygone era.
BULGARI'S ROMA
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Luxe & high-end.
Bold.
Not as diverse.
Mystical.
Seductive.
Alluring.
Luxe & high end.
Bold & Alluring.
Mystical.
Seductive.
Eclectic.
Futuristic.
Inclusive.
Diverse.
Millennial.
BRAND PERCEPTION DESIRED
BRAND PERCEPTION

5. TO ENGAGE WITH
THE MILLENIALS
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Burberry
Harrod's
Matteau
-Burberry's proclivity to stand up and use it's
power of influence to voice what it stands for.
Here it brings out inclusion by showing queer
couples in a photo shoot flaunting the
signature trench coats.
- Harrods collaborates with Pantone to
launch a new shade called Harrods Green &
brings out the pantone pastel colors across its
feed thereby making it visually aesthetic and
young spirited.
- Matteau Swim uses its instagram feed as a
an empty art canvas and mood board where
every panel tells a story. From artwork to its
raw sketches to colour inspiration and more, it
bags the attention of the millenial who prizes
art and design.

7. THE ICONIC SERPENTI
- Adapt the iconic Serpenti into a digital watch.
The straps are embellished with stones but the
head & mouth of the Serpentine has a digital panel.
The Digital Serpenti could have a digital panel
which changes its skin according to the light that
reflects onto it.
- The digital Serepenti gives data like time, energy
flow, affirmations of power and strength. It also
changes colour with emotion, it could turn into an
emerald green eye when there's envy and rose
quartz when the person is calm. This could hook
people and also regulate moods.
- Could also have a POWER Serpentine Wrist Band
with customised embossed affirmations which
Bulgari's spirit animal of the Serpent possesses.
- It also has an inbuilt prism technology that
projects the silhouette of the serpentine which
notifies you of any new collection that drops, brand
updates.
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- The above moodboard amalgamates glam, glitter and rose
quartz. Bulgari could curate a rose quartz collection for the
millennial woman. The younger audience is also moving closer
to spirituality relatively early on - the messaging could also
bring out the healing properties of these stones and gems.
-The left mood board represents a user-generated campaign
Bulgari could run wherein travel & lifestyle bloggers flaunt
their Bulgari product against the backdrop of iconic Roman
monuments in their own spunky way seamlessly marrying
history & the changing times. Instagram stories and Pinterest
would be the ideal digital channel for this.
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9. INSTA CAMPAIGN #1 - WHO IS #THEBULGARIWOMAN
The Mystery Continues. Who is the Bulgari woman of the new era?
With the fast changing world, a girl no longer just waits to be gifted diamonds and big rocks, with economic freedom she
goes out there and gets what she wants. This alluring, ambitious, fierce woman of substance doesn't conform to societal
norms, she has the world swooning at her feet yet shes grounded in her roots and her rich heritage. We could bring it how it
been worn by women of substance like Elizabeth Taylor in Cleopatra.
With this social media campaign, we unveil the true and evolved definition of the Bulgari woman. Over 1 month we post a
series of pictures like the above which showcases the back profile of the model against historic Roman backdrops. Each
image would reveal that one virtue of the Bulgari woman. We can also ask people to send their entries of their definition. By
the end of the month we release the montage of this iconic photoshoot on our website and unveil our new face & definition.
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10. THE NEW FACES - WHO COULD SHE BE?
Actor & Performer,
Zoë Kravitz
Pop Star
Dua Lipa
To create a strong brand connection that the millenials can resonate with we pick new faces to represent. The Millenials
are all about being the "outliers" the "crazy ones" , the "square pegs in the round holes". This is what these
2 millennial women have come to represent. I also believe this choice will weave diversity into the thread of the brand.
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11. FB CAMPAIGN #2 - BULGARI X COMME DES GARÇONS
Since Bulgari was a pioneer in creating contemporary art with coloured gemstones through its high-end curations of fine
jewellery, we could collaborate with high end Japanese label Comme des Garçons which endorses fashion art to create a
Limited Edition Collection of abstract wearable art inspired jewellery & accessories. We launch it at a grand scale at
collaborative fashion shows hosted at the Iconic Bulgari Hotels & Resorts across Milan & London. This would enable us to
project a whole new refreshing side of the brand to the world bringing art to life through this collection and connecting with
the spirit of the younger audience. FB Live, Instagram TV, Facebook Cross Promotional Posts across both handles and
highlighting the #behindthescenes process of the collection.
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