How ICICI Lombard advertises
480 public ads run by ICICI Lombard, with 80 still live. Mostly about Health.
Jun 19, 2025 → Jun 6, 2026· Meta ad library
Key learnings
Read from ICICI Lombard's own figures against the other 7 Insurance brands here.
It advertises sparingly for its category.
480 ads against a category median of 1,999, so what it does run is worth reading closely.
One hook does the heavy lifting.
“Health insurance just got 18%* cheaper!” runs across 29 creatives, with Coverage that cares (27), 100% health cover. 0%* GST. (16) behind it.
It is a video-first advertiser.
67% video against 32% across the rest of Insurance, on 322 video creatives.
Much of the library is not in English.
45% of its ads run in another language, across 8 in total.
What the ads are about.
health leads at 307 creatives, ahead of Individual Health Insurance (63), Family Floater Health Insurance (40).
Every figure is a count from the analysed creatives, not an estimate.
What it makes
ICICI Lombard runs 67% video against 33% 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 99% of 480 ads that carried this field.
Format
Video against static, across everything it has run.
322 video · 158 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 rose 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 ICICI Lombard ad runs 95 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 week37
- 1–4 weeks28
- 1–3 months136
- Over 3 months279
4 shown · 480 ads across them
Based on the 99% of 480 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.
920 ad variants across 480 creatives
What it says
Its most repeated opening line is "Health insurance just got 18%* cheaper!", used on 29 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Health insurance just got 18%* cheaper!29
- Coverage that cares27
- 100% health cover. 0%* GST.16
- THE MORE MAGICAL YOUR HEALTH COVER, THE BETTER.15
- Your family deserves reliable care!13
- Umbrella for your health12
- Now avail medical treatment in any country across the world with elevate10
- A magician character dramatically introduces 'Magic in healthcare!' captivating the viewer with theatrical visuals and a…9
8 shown · 131 ads across them
Offers
The deal being put in front of the buyer.
- 0% GST35
- 0% GST on health insurance premiums10
- 18% cheaper9
- Policies starting at ₹20/day9
- 18%* cheaper health insurance9
- Coverage up to ₹3Cr7
6 shown · 79 ads across them
Based on the 51% of 480 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Highlighting product benefits24
- Highlighting family security and emotional care10
- Emphasizing financial benefits9
- A blend of problem-solution and benefit-driven messaging, creatively delivered through an engaging magical met…9
- Affordability and protection9
- Benefit-driven and comparative (showing how this policy is superior to typical ones).9
6 shown · 70 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Security11
- Peace of mind8
- Trust5
- Financial savings4
- Urgency3
- Environmental responsibility3
6 shown · 34 ads across them
Based on the 42% of 480 ads that carried this field.
Hook type
How the opening earns the next second.
- Problem-Solution36
- Benefit / Value13
- Curiosity8
- Feature / Product7
- Offer / Price7
5 shown · 71 ads across them
Based on the 15% of 480 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.
- Health307
- Individual health insurance63
- Family floater health insurance40
- Motor insurance21
- Travel12
- Wellness/preventive health plans12
- Super top-up health insurance9
7 shown · 464 ads across them
Named products
The specific things it puts in the ad.
- Activate Booster27
- IL TakeCare App25
- Elevate21
- elevate19
- IL TakeCare app9
- Two Wheeler Vehicle Package Policy3
- IL TakeCare3
7 shown · 107 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Get quote215
- Learn more172
- No button26
- Install now24
- Visit www.icicilombard.com4
- Learn More3
6 shown · 444 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- icicilombard.com381
- play.google.com21
- fb.me3
- api.whatsapp.com1
4 shown · 406 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 15% of 480 ads that carried this field.
The work
The 12 ads ICICI Lombard 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 (9)
Top static creatives (3)
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 480 public Meta ad-library records for ICICI Lombard, first seen Jun 19, 2025 through Jun 6, 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 99% 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.
