How FirstClub advertises
738 public ads run by FirstClub, with 90 still live. Mostly about Fruits and vegetables.
Apr 25, 2026 → Aug 15, 2026· Meta ad library
Key learnings
Read from FirstClub's own figures against the other 7 Ecommerce, Marketplaces & Quick Commerce brands here.
It advertises sparingly for its category.
738 ads against a category median of 2,581, so what it does run is worth reading closely.
One hook does the heavy lifting.
“Starting @ ₹19” runs across 20 creatives, with GOOD GROCERY Upgrade (17), Starts from ₹79 (15) behind it.
This is app-install media.
64% of its links point at an app store rather than its own site, across 738 classified destinations.
What the ads are about.
Fruits and Vegetables leads at 243 creatives, ahead of Dairy Bread and Eggs (217), Atta Rice and Dals (185).
What it leads on.
51% of its classified creative leads on category value, 47% on a discount and 2% on a story.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
FirstClub runs 62% video against 38% static, above the 47% category average across the 198 brands in this library.
Creative category
What the ad is fundamentally doing: leading on the category's value, on a discount, or on a story.
Based on the 100% of 738 ads that carried this field.
Format
Video against static, across everything it has run.
461 video · 277 static · 3% via a creator page
Languages it advertises in
Content language of the ad, as classified on each creative.
How much it ships
New ads first seen each month. Output fell in the most recent month on record.
New ads per month
Ads counted in the month they were first seen, so a spike is new work rather than continued spend.
Of those, still running
How much of each month's output is still in market. A rising tail means recent work survived.
How long an ad lasts
The typical FirstClub ad runs 12 days from first to last sighting. Longevity is how creative fatigue shows up in public data: neither it nor reuse is a performance metric.
Run length
How long each ad stayed up, from first to last sighting. Short runs mean fast creative turnover.
- Under a week275
- 1–4 weeks411
- 1–3 months52
3 shown · 738 ads across them
Based on the 88% of 738 ads that carried this field.
Reuse
A creative that ran under more than one ad. The source reports no spend, so this is the only signal of conviction in it.
1,157 ad variants across 738 creatives
What it says
Its most repeated opening line is "Starting @ ₹19", used on 20 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Starting @ ₹1920
- GOOD GROCERY Upgrade17
- Starts from ₹7915
- 900ml @ ₹79915
- The tomatoes you order will always look like this.14
- GET FREE DRYFRUITS13
- 750ml @ ₹99913
- Starting @ ₹912
8 shown · 119 ads across them
Offers
The deal being put in front of the buyer.
- Use Code NEW10196
- Get 10% off on your first order above ₹999138
- Get 10% off on your 1st order48
- Use code: NEW1038
- GET FREE DRY FRUITS ON YOUR FIRST ORDER ABOVE ₹49925
- 10% off on your first order above ₹99923
6 shown · 468 ads across them
Based on the 100% of 738 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Price-anchoring with starting price25
- Price-anchoring with starting price emphasis14
- Price-anchoring with slashed mrp vs sale price14
- Health-focused value proposition with price incentive10
- Price-anchoring with low starting price10
- Highlighting health benefits of additive-free bread9
6 shown · 82 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Value for money120
- Trust in quality88
- Health-consciousness53
- Fear of missing out38
- Excitement28
- Trust in traditional methods24
6 shown · 351 ads across them
Based on the 37% of 738 ads that carried this field.
Hook type
How the opening earns the next second.
- Offer / Price187
- Benefit / Value177
- Problem-Solution160
- Curiosity127
- Social Proof35
- Feature / Product30
6 shown · 716 ads across them
Based on the 100% of 738 ads that carried this field.
What it sells
The ask is almost always "Order now".
Product categories
The kind of thing being advertised, as classified on each creative.
- Fruits and vegetables243
- Dairy bread and eggs217
- Atta rice and dals185
- Snacks and munchies119
- Edible oils and ghee86
- Dry fruits and nuts67
- Nutraceuticals36
7 shown · 953 ads across them
Named products
The specific things it puts in the ad.
- FIRSTCLUB54
- FirstClub29
- 100% Whole Wheat Atta28
- Clean whey protein25
- Akshayakalpa Organic Cow Milk25
- Idli & Dosa Batter24
- Masala Peanuts23
7 shown · 208 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Order now423
- Download229
- Shop now66
- Install now13
- Visit Instagram profile7
5 shown · 738 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- play.google.com457
- link.firstclub.co.in148
- firstclub.co.in96
- itunes.apple.com15
- nxvdu.app.link15
- instagram.com7
6 shown · 738 ads across them
What it is trying to do
The source carries no funnel stage. It does carry a coarser read on each ad's intent, and only on some of them.
Performance against brand
Whether the ad chases a conversion or builds awareness. Model-assigned, and only on the ads that carried it.
Based on the 100% of 738 ads that carried this field.
The work
The 12 ads FirstClub reused most, deduplicated by content hash so the same artwork never appears twice. The most-reused creative is the only signal of consequence the source carries: nothing here is a performance ranking, because no spend, impression or click data exists in a public ad library.
Top video creatives (12)
How the rest of Ecommerce, Marketplaces & Quick Commerce advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
| Brand | Ads | Live | Video | Reused | Typical run |
|---|---|---|---|---|---|
| Minutes - Flipkart | 7,433 | 7% | 95% | 8% | 17d |
| JioMart | 6,571 | 3% | 51% | 55% | 38d |
| Tata Neu | 2,718 | 18% | 43% | 61% | 33d |
| Bigbasket | 2,581 | 16% | 79% | 28% | 28d |
| Reliance Digital | 1,006 | 9% | 37% | 12% | 28d |
| IGP | 850 | 12% | 27% | 25% | 31d |
| FirstClub | 738 | 12% | 62% | 37% | 12d |
| DMart | 204 | 27% | 81% | 7% | 20d |
This is a slice of what Hawky sees
This page is built from public ad-library records alone. Hawky's Competitor Analysis runs the same read across every advertiser in a category, refreshed continuously, alongside the account's own performance, which is the half no public library contains.
How this was built
Counted from 738 public Meta ad-library records for FirstClub, first seen Apr 25, 2026 through Aug 15, 2026. Counts include dynamic product, dynamic creative and catalogue ads, so a filtered dashboard view will report fewer.
There is no spend, impression, click or conversion data here, because public ad libraries do not carry any and none can be inferred. Creative category, hook type, emotional appeal and intent are model-assigned classifications, not fields the platform reports. Where a classification covers only part of the library, the share is stated next to the chart.
“Reused” counts a creative that ran under more than one ad. Run length is the gap between an ad's first and last sighting, over the 88% of records carrying both dates. Paid collaboration is counted from the presence of a creator page on the ad; no creator is named.
Every comparison here is computed against the 8 Ecommerce, Marketplaces & Quick Commerce brands in this library, not an external benchmark.
