Century Financial's Make Friends With Market Trends.In a brand building exercise to create brand affinity and recall, Century Financial’s latest campaign – Make Friends with Market Trends – aims to guide investors through bull and bear markets.
Conceptualised and executed by Rain Creative, the campaign includes three campaign films that have been adapted for social media content, print advertisements and outdoor campaigns. Across three video installments that follow a ‘bull’. a ‘bear’, and ‘the guy’ enjoying moments of friendship in various scenarios.
The campaign reframes market trends as allies, encouraging traders to embrace both market highs and lows with confidence. By fostering adaptability and strategic thinking, Make Friends with Market Trends hopes to empower investors to trade smarter, transforming uncertainty into opportunity.
“The core insights behind the campaign Make Friends with Market Trends stemmed from our deep understanding of the challenges that investors face in the online trading world,” said Sharad V.K., Marketing Director at Century Financial.
Through a human-centric approach to trading, Sharad explained the campaign hopes to highlight Century Financial’s difference from competitors in the segment: “the human connection, personalised guidance and the understanding that trading doesn’t have to be intimidating.”
“The creative concept of ‘Make Friends with Market Trends’ was born from this understanding, helping investors feel like they’re not alone in a chaotic landscape. Century is here to guide, support, and make sense of market trends so that investors can make informed and confident decisions, just like a trusted friend would do,” Sharad said.
Through the personification of bull and bear market trends Century Financial brings to life a trader’s constant companions, “representing the highs and lows of every financial journey,” Sharad explained.
“The bull charges forward with rising prices and optimism, while the bear presents hidden opportunities in downturns. A smart trader doesn’t fear market shifts but embraces them, knowing that success lies in making friends with both,” Sharad said.
The films have an uplifting, positive sentiment, with humorous themes of friendly banter.
“We wanted to capture the natural camaraderie between friends, which was central to the concept. The unscripted, spontaneous nature of the scripts and the filming style helped bring this authenticity to life,” said Manoj Ammanath, Founder and Creative Head at Rain Creative.
“We deliberately chose not to take ourselves too seriously, as many brands in this space tend to. The humor adds a relatable and light hearted touch, making the films more engaging and memorable for the audience,” Ammanath continued.
Through this campaign, hopes to continue to position itself as a trusted platform for investors seeking more than just technical tools – confidence, insight and a smarter way to navigate the market.
Credits:
Client: Century Financial Consultancy
Marketing Director: Sharad V K
Digital Marketing Lead: Mayannk Bhargava
Social Media Executive: Yash Joshi
Campaign planner: Sumana Suresh
Agency: Rain Creative
Creative Director: Manoj Ammanath
Copy: Rohit Nair
Art Director: Amit Mithkar
Account Management: Vinay Mahadevan
Account Executive: Dina Hassan
Prod. House – Both
Director + DOP – Bosky + Thomas
Production Manager – Amr Atef
Line Prod. – PrimeStage
Line Manager – Abdul Jaleel
HMU – Marwa Ba Rahiem
Post Prod. – Both
Photography – Bicki Boss
