How Policybazaar advertises
5,305 public ads run by Policybazaar, with 1,404 still live. Mostly about Term insurance.
Jun 13, 2023 → Aug 12, 2026· Meta ad library
Key learnings
Read from Policybazaar's own figures against the other 7 Insurance brands here.
It out-advertises everyone in its category.
5,305 ads against a peer median of 994 across the other 7 Insurance brands here.
One hook does the heavy lifting.
“Term Insurance” runs across 113 creatives, with Get ₹2 Crore Life Cover @ ₹487/month (90), ₹2 Cr Life Cover for ₹487+ Per Month (87) behind it.
It is a video-first advertiser.
53% video against 34% across the rest of Insurance, on 2,805 video creatives.
The ask barely varies.
74% of its ads end on “Get quote”, ahead of Learn More (491), Apply now (442).
Much of the library is not in English.
62% of its ads run in another language, across 15 in total.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
Policybazaar runs 53% video against 47% 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 5,305 ads that carried this field.
Format
Video against static, across everything it has run.
2,805 video · 2,500 static · 8% 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 Policybazaar ad runs 118 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 week1,705
- 1–4 weeks769
- 1–3 months525
- Over 3 months2,306
4 shown · 5,305 ads across them
Based on the 74% of 5,305 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.
17,553 ad variants across 5,305 creatives
What it says
Its most repeated opening line is "Term Insurance", used on 113 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Term Insurance113
- Get ₹2 Crore Life Cover @ ₹487/month90
- ₹2 Cr Life Cover for ₹487+ Per Month87
- ₹2 CRORE Life Cover63
- Term Life Insurance Plans56
- INVEST MORE GET MORE47
- Get ₹2 Cr Life Cover for ₹487+ Per Month38
- ₹2 करोड़ सावधि जीवन बीमा37
8 shown · 531 ads across them
Offers
The deal being put in front of the buyer.
- 0% GST187
- ₹3 Cr Life Cover for ₹626+ Per Month118
- ₹5 Cr Life Cover for ₹905+ Per Month118
- ₹2 Cr Life Cover for ₹487+ Per Month118
- Get 0% GST now with upto 25% extra discount114
- Online Discount Upto 15%101
6 shown · 756 ads across them
Based on the 70% of 5,305 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Price-anchoring with affordable premium165
- Price-anchoring with affordable premiums139
- Price-anchoring with discount offer68
- Highlighting high returns for nris53
- Price-anchoring with slashed mrp vs sale price39
- Savings-led messaging37
6 shown · 501 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Financial security724
- Security551
- Affordability428
- Peace of mind236
- Trust201
- Aspiration for wealth152
6 shown · 2,292 ads across them
Based on the 49% of 5,305 ads that carried this field.
Hook type
How the opening earns the next second.
- Problem-Solution1,030
- Offer / Price782
- Benefit / Value585
- Feature / Product218
- Curiosity184
- Urgency / Scarcity6
6 shown · 2,805 ads across them
Based on the 53% of 5,305 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 insurance1,737
- Savings plan941
- Motor555
3 shown · 3,233 ads across them
Named products
The specific things it puts in the ad.
- Policybazaar265
- Term Insurance186
- Niva Bupa Health Insurance152
- Care Health129
- Care Health Ultimate Care121
- Health Insurance80
- Star Health74
7 shown · 1,007 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Get quote3,927
- Learn More491
- Apply now442
- Learn more142
- See details119
- Get Quote107
6 shown · 5,228 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- health.policybazaar.com1,523
- termlife.policybazaar.com1,402
- policybazaar.com719
- ci.policybazaar.com303
- investmentlife.policybazaar.com129
- twowheeler.policybazaar.com96
6 shown · 4,172 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 53% of 5,305 ads that carried this field.
The work
The 5 ads Policybazaar 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 (5)
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 5,305 public Meta ad-library records for Policybazaar, first seen Jun 13, 2023 through Aug 12, 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 74% 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.
