How HDFC Life advertises
1,999 public ads run by HDFC Life, with 1,087 still live. Mostly about Term insurance.
May 22, 2024 → Jul 9, 2026· Meta ad library
Key learnings
Read from HDFC Life's own figures against the other 7 Insurance brands here.
Its output runs well above the category.
1,999 ads, 2.0× the category median of 994, which places it 4th of 8.
One product carries the library.
HDFC Life Click 2 Protect Supreme Plus appears in 962 creatives, 48% of everything HDFC Life ran, ahead of HDFC Life Click 2 Protect Supreme (237), HDFC Life Smart Pension Plan (139).
One hook does the heavy lifting.
“₹1 Crore Cover @ Just ₹24/Day¹” runs across 130 creatives, with Priceless protection, now much cheaper, with 0% GST^. (61), Immediate payout on claim intimation¹ (57) behind it.
The ask barely varies.
97% of its ads end on “Get quote”, ahead of Learn more (43), Sign up (6).
Most of the library is still live.
1,087 of 1,999 ads (54%) were still running when this was built, so it reads as what the brand is doing now.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
HDFC Life runs 25% video against 75% static, below 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 1,999 ads that carried this field.
Format
Video against static, across everything it has run.
491 video · 1,508 static
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 HDFC Life ad runs 165 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 week1,121
- 1–4 weeks21
- 1–3 months1
- Over 3 months856
4 shown · 1,999 ads across them
Based on the 45% of 1,999 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.
12,436 ad variants across 1,999 creatives
What it says
Its most repeated opening line is "₹1 Crore Cover @ Just ₹24/Day¹", used on 130 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- ₹1 Crore Cover @ Just ₹24/Day¹130
- Priceless protection, now much cheaper, with 0% GST^.61
- Immediate payout on claim intimation¹57
- Shield your family from life's unpredictable turns.41
- Term plan with special rates¹ for salaried professionals and women34
- One Cover. Two lives Protected33
- Secure your loved ones with HDFC Life Click 2 Protect Supreme Plus.32
- Get Your Premiums Back30
8 shown · 418 ads across them
Offers
The deal being put in front of the buyer.
- ₹1 Crore Cover @ Just ₹24/Day¹130
- No GST129
- 0% GST65
- 0% GST on Term Plans38
- ₹1 Crore life cover @ just ₹24/day37
- Special rates for women35
6 shown · 434 ads across them
Based on the 93% of 1,999 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Price-anchoring with affordable daily premium99
- Highlighting product benefits.51
- Highlighting flexibility and claim reliability41
- Highlighting product benefits41
- Highlighting benefits of term insurance.35
- Highlighting discount and claim settlement ratio33
6 shown · 300 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Security397
- Financial security273
- Family protection150
- Trust145
- Peace of mind134
- Affordability118
6 shown · 1,217 ads across them
Based on the 82% of 1,999 ads that carried this field.
Hook type
How the opening earns the next second.
- Benefit / Value597
- Problem-Solution240
- Offer / Price174
- Feature / Product8
- Curiosity3
5 shown · 1,022 ads across them
Based on the 51% of 1,999 ads that carried this field.
What it sells
The ask is almost always "Get quote".
Product categories
The kind of thing being advertised, as classified on each creative.
- Term insurance1,243
- Savings plan916
- Death10
- Fear8
4 shown · 2,177 ads across them
Named products
The specific things it puts in the ad.
- HDFC Life Click 2 Protect Supreme Plus962
- HDFC Life Click 2 Protect Supreme237
- HDFC Life Smart Pension Plan139
- HDFC Life Click 2 Achieve70
- HDFC Life Term Plans52
- HDFC Life ULIP46
- HDFC Life Sampoorna Nivesh Plus46
7 shown · 1,552 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Get quote1,945
- Learn more43
- Sign up6
- Call now2
4 shown · 1,996 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- onlineinsurance.hdfclife.com1,568
- fb.me341
- hdfclife.com64
- digitalpayments.hdfclife.com12
- onlinepayments.hdfclife.com2
- onlineionlineinsurance.hdfclife.com1
6 shown · 1,988 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 51% of 1,999 ads that carried this field.
The work
The 3 ads HDFC Life 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 (1)
Top static creatives (2)
How the rest of Insurance advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
| Brand | Ads | Live | Video | Reused | Typical run |
|---|---|---|---|---|---|
| Policybazaar | 5,305 | 26% | 53% | 59% | 118d |
| ICICI Prudential Life Insurance | 4,262 | 20% | 23% | 61% | 158d |
| Tataaia | 2,337 | 24% | 45% | 57% | 156d |
| HDFC Life | 1,999 | 54% | 25% | 59% | 165d |
| SBI life | 994 | 35% | 20% | 28% | 260d |
| Kotak Life | 606 | 100% | 19% | 73% | 23d |
| ICICI Lombard | 480 | 17% | 67% | 37% | 95d |
| Joinditto | 303 | 60% | 41% | 48% | 77d |
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 1,999 public Meta ad-library records for HDFC Life, first seen May 22, 2024 through Jul 9, 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 45% 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 Insurance brands in this library, not an external benchmark.
