How SBI life advertises
994 public ads run by SBI Life Insurance, with 352 still live. Mostly about Savings plan.
Nov 13, 2024 → Aug 12, 2026· Meta ad library
Key learnings
Read from SBI life's own figures against the other 7 Insurance brands here.
It advertises sparingly for its category.
994 ads against a category median of 1,999, so what it does run is worth reading closely.
One product carries the library.
SBI Life - Smart Shield Plus appears in 199 creatives, 20% of everything SBI life ran, ahead of SBI Life - Smart Scholar Plus (176), SBI Life - Retire Smart Plus (138).
One hook does the heavy lifting.
“Get a life cover of ₹2CR at just ₹915/month#” runs across 29 creatives, with Bacchon ke sapne, aapke budget mein (24), Life is about shaping your journey (19) behind it.
Creative turns over fast.
55% of its dated ads ran under a week and the average life is 260 days, against 118 for the category.
It holds on to static.
80% static against 61% for the category, on 797 static creatives.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
SBI life runs 20% video against 80% 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 994 ads that carried this field.
Format
Video against static, across everything it has run.
197 video · 797 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 SBI life ad runs 260 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 week354
- 1–4 weeks1
- Over 3 months639
3 shown · 994 ads across them
Based on the 64% of 994 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.
1,679 ad variants across 994 creatives
What it says
Its most repeated opening line is "Get a life cover of ₹2CR at just ₹915/month#", used on 29 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Get a life cover of ₹2CR at just ₹915/month#29
- Bacchon ke sapne, aapke budget mein24
- Life is about shaping your journey19
- Protection as steady as your morning brew19
- Get ₹1CR life cover at ₹512/month#16
- ₹1CR cover at ₹512*/month16
- Have you secured your child’s future?16
- ₹1 crore life cover while planning taxes.15
8 shown · 154 ads across them
Offers
The deal being put in front of the buyer.
- ₹1CR cover at ₹512/month*23
- Premium starting at ₹512/month17
- ₹1CR cover at ₹512*/month16
- ₹1CR life cover at ₹512/month#16
- ₹2CR life cover at ₹915/month#15
- Starting at ₹3,000/month*11
6 shown · 98 ads across them
Based on the 90% of 994 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Value-driven messaging25
- Highlighting financial benefits and security20
- Highlighting affordability and high coverage18
- Affordable protection and financial stability18
- Highlight affordability and comprehensive coverage16
- Value-led messaging emphasizing affordability and high coverage14
6 shown · 111 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Security275
- Peace of mind180
- Responsibility129
- Aspiration91
- Parental love34
5 shown · 709 ads across them
Based on the 84% of 994 ads that carried this field.
Hook type
How the opening earns the next second.
- Benefit / Value191
- Offer / Price108
- Problem-Solution34
- Curiosity6
4 shown · 339 ads across them
Based on the 34% of 994 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.
- Savings plan560
- Term insurance309
- Health62
- Fear4
- Death2
5 shown · 937 ads across them
Named products
The specific things it puts in the ad.
- SBI Life - Smart Shield Plus199
- SBI Life - Smart Scholar Plus176
- SBI Life - Retire Smart Plus138
- Retire Smart Plus91
- SBI Life – Smart Shield Plus76
- SBI Life – Retire Smart Plus50
- SBI Life - Smart Shield Premier26
7 shown · 756 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Get quote694
- Get Quote116
- Learn more101
- Learn More77
- Like Page1
- Visit Instagram profile1
6 shown · 990 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- smartcare.sbilife.co.in404
- sbilife.co.in363
- instagram.com1
3 shown · 768 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 34% of 994 ads that carried this field.
The work
The 12 ads SBI 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 static creatives (12)
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 994 public Meta ad-library records for SBI Life Insurance, first seen Nov 13, 2024 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 64% 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.
