How BFSI — Insurance brands advertise
By volume this is the 10th largest of the 22 categories in the library: 16,286 ads from 8 advertisers, 4% of everything analysed. 5,130 of those are still live.
Mar 13, 2023 → Aug 12, 2026 · Meta ad library · updated Sep 8, 2026
Where it sits
Its 37% video share sits close to the 47% average across every advertiser analysed.
Its creative splits 72% value-led to 24% discount-led.
32% of its ads run in an Indian language, led by Hindi (2,410), Malayalam (1,066), Telugu (577).
What it says
The opening move, classified across the category. Benefit / Value leads with 2,696 ads from 7 of the 8 advertisers here.
Based on the 45% of this category's ads that carried a hook classification.
What it offers
Verbatim deal copy, grouped into the shapes an offer actually takes. Percent off is the most-run, on 1,505 ads from 6 advertisers.
Based on the 81% of this category's ads that carried a readable offer.
What it sells
The ask
80% of the category's ads end on “Get quote”. Only platform buttons are counted: a value run by a single advertiser is that brand's ad copy in the button field, not a button.
What it runs in
12 languages across the category, with 32% of its ads in an Indian language.
What survives
How long a creative stays in market, first sighting to last. There is no spend in the source, so longevity is the only conviction signal a public library carries: an ad a brand keeps running is one it has decided to keep paying for.
Based on the 11,602 creatives in this category carrying both a first and last sighting.
Output over time
What it appeals to
- Security 1,755
- Financial security 1,745
- Peace of mind 898
- Affordability 836
- Trust 677
- Security for family 432
- Family protection 252
- Aspiration for wealth 211
- Responsibility 210
- Financial planning 187
- Aspiration for financial growth 183
- Trust in established brand 124
- Financial protection 105
- Financial stability 89
Based on the 65% of this category's ads that carried an emotional appeal.
People who have run marketing here
A Velocity episode with practitioners from this category. The numbers above are what the category does; these are people who had to decide it.
The 8 brands in this category
Other categories
Every figure is a count from the analysed creatives, not an estimate. There is no spend, impression or performance data in the source and none is inferred. Hook type, offer, emotional appeal and creative category are model-assigned classifications rather than platform-reported fields, and each chart above states the share of the category's ads that carried the field it draws. Category totals are the sum of the 8 advertisers with a page in this library, not of every advertiser in the category.
