What Indian D2C Brands Run on Meta: 2,790 Ads Analyzed
The short answer
Across 2,790 Meta ads from 14 Indian consumer brands, and the 747 that ran longest, five patterns stand out. Video share depends on the category (82% at Plush, 3% at Astrotalk). Nearly half of the longest-running ads are Meta's automated formats: dynamic creative (37%) and catalog ads (10%). Every one of them is vertical or square, with no landscape ads. Problem and solution is the angle that keeps running, often with a Hinglish or regional language hook. And over half carry no offer at all; 71% simply say Shop now.
On this page (12 sections)
We looked at 2,790 Facebook and Instagram ads from 14 Indian consumer brands, then at the 747 that ran longest, to see what Indian D2C ads that last actually look like. Five patterns stand out:
- Video share depends on the category. It ranges from 3% to 97% across these brands, so there is no right number to copy.
- Nearly half of the long runners are Meta's automated formats. Dynamic creative is 37% and catalog ads 10%.
- Everything is vertical or square. 64% portrait, 36% square, no landscape at all.
- Problem and solution is the angle that lasts, often with a Hinglish or regional language hook.
- Most long runners carry no offer. 53% have none, and 71% just say Shop now.
How we collected the data
The ads come from the public Meta Ad Library, collected through AdGraam's competitor ad tracking, in a snapshot taken on October 19, 2026. The 14 brands span personal care, food, fashion, footwear, furniture, jewellery and a few consumer apps: Plush, Astrotalk, Nicobar, Two Brothers Organic Farms, Perfora, SuperErgo, Snitch, Chandrani Pearls, Mangatrai Pearls, Krishna Jewellers, GemsMantra, AiFiesta, Gullak and Cultstore. You can browse every brand's ads in our free Ad Library.
For each brand we kept its 60 longest-running ads that we hold media for (fewer where a brand had fewer), 747 ads in all. Running time is a common stand-in for a winning ad: brands rarely keep paying for ads that don't work. It is not proof of profit, though, and 14 brands are not all of Indian D2C, so read these as patterns, not rules. AdGraam's AI tagged each ad's hook, angle, emotional trigger and offer.
Do Indian D2C brands run more video or image ads?
Across all 2,790 ads, 36% were single video ads. The rest were images, carousels, dynamic creative and catalog ads. But the brand-level numbers tell the real story:
| Brand | Ads found | Single video share |
|---|---|---|
| Plush | 517 | 82% |
| Astrotalk | 503 | 3% |
| Nicobar | 431 | 19% |
| Two Brothers Organic Farms | 329 | 19% |
| Perfora | 300 | 42% |
| SuperErgo | 167 | 17% |
| Snitch | 149 | 49% |
| Chandrani Pearls | 90 | 3% |
| Mangatrai Pearls | 90 | 61% |
| Krishna Jewellers | 67 | 64% |
| GemsMantra | 58 | 41% |
| AiFiesta | 33 | 97% |
| Gullak | 32 | 75% |
| Cultstore | 24 | 17% |
Products that need showing or explaining lean on video: period care at Plush, a dental flosser at Perfora, an AI subscription at AiFiesta, gold investing at Gullak. Brands with big catalogs, like Nicobar, Cultstore and Chandrani Pearls, lean on images and catalog ads. Even within jewellery the split runs from 3% to 64%. Pick your mix from what your product needs, not from a benchmark.
Which ad formats last longest on Meta?
Among the 747 longest-running ads:
| Format | Share of long runners |
|---|---|
| Single video | 38% |
| Dynamic creative | 37% |
| Single image | 11% |
| Catalog (dynamic product) ads | 10% |
| Carousel | 3% |
Dynamic creative and catalog ads together make up 47%. These are formats where Meta mixes and matches the assets you give it, or pulls products from your catalog. Fashion and lifestyle catalogs lean on them most: Snitch's cargo pants catalog ads ran for about a year, and Cultstore's cycle and activewear catalog ads for over 300 days. The practical lesson is to give Meta's automation strong raw material: several hooks, several visuals and clean product images, rather than one finished ad.
What aspect ratio should Meta ads use?
All 747 long runners were portrait (64%) or square (36%). Not one was landscape. If you still design wide ads first and crop later, flip it: design for 4:5 or 9:16 first, and check that nothing important sits under the app's buttons. Our free safe zone checker and ad image resizer help with both.
Which ad angles and hooks keep running?
Problem and solution is the angle that shows up most among the long runners, and it shows up in every category:
- Plush's longest ad (197 days) opens on a stain worry, with on-screen text promising a hack for stain-free periods.
- Two Brothers Organic Farms (210 days) says you should eat chyavanprash daily, but not one full of chemicals, preservatives and sugar.
- Perfora's whitening strips ad asks "Still hiding your teeth?" over a before and after.
- GemsMantra asks "Paise aate hain, par tikte nahi?" (money comes in but doesn't stay) over an emerald ring.
The most common emotional triggers were aspiration, frustration relief and confidence. Fashion and jewellery lean on aspiration and pride (Nicobar's designer collaboration, Krishna Jewellers' bridal pieces). Health, personal care and money products lean on a specific frustration, then the relief.
Do Indian brands use Hinglish in their ads?
Yes, and often in the ads that last. Several long runners open with a spoken Hinglish line:
- Perfora: "Aapke muh mein laakhon bacteria hote hain aur aapka toothbrush sirf upar-upar se clean karta hai."
- Two Brothers Organic Farms: "Digestion ke liye Jowar ka atta, bones ke liye Ragi ka atta. Ab ek din main kitni rotiya khaoge?"
- AiFiesta: "Kya aap bhi ChatGPT ke subscription par itna paisa kharch kar rahe ho?"
Astrotalk went further and ran Malayalam ads. The pattern is the same in each: the hook sounds like a person talking, in the language the buyer thinks in, with the product name kept as it is. AdGraam's Video Agent writes and voices ads in English, Hindi and Hinglish if you want to test this.
Do long-running ads always have an offer?
No. 53% of the 747 long runners had no offer in the ad at all, and among ads running 90 days or more, 48% had none. Where there was an offer, it often lowered risk rather than price:
- Trust offers: Mangatrai Pearls' 218-day videos promise free delivery, easy returns and cash on delivery. Krishna Jewellers ran a loyalty bonus ad for 335 days, with a WhatsApp button rather than Shop now.
- Low entry prices: Gullak's ads lead with starting to invest from ₹100, and Astrotalk's with a free first chat.
- Price anchors and discounts: AiFiesta shows a price drop from ₹12,999 to ₹6,999, Cultstore a ₹500 coupon on orders over ₹2,999, and Snitch a flat 15% off on its plus size launch, the longest-running ad in the whole sample at 480 days.
If you sell on COD, a trust offer also has a cost: every refused parcel raises the ROAS you need. Our guide to break even ROAS for COD orders shows how much.
Which call to action do Indian brands use?
Shop now, on 71% of the long runners, and on 86% of those running 90 days or more. Order now (5%) and app CTAs like Install now or Use app make up most of the rest. Learn more appears mainly on store visit, franchise and gold investing ads, and Send WhatsApp message on a jeweller's loyalty ad.
Where do these ads run?
All of them ran on Instagram and all but one on Facebook. 77% also ran on Threads, 66% on Messenger and 42% on Audience Network, which suggests most of these brands let Meta choose placements automatically. Only 8% ran on WhatsApp.
What to take from this for your own ads
- Choose video share by product, not by benchmark. If your product needs a demonstration, lean on video. If you have a large catalog, test catalog and dynamic creative ads early.
- Give Meta's automation more raw material. Several hooks and visuals per concept, in 4:5 and 9:16, and clean product images for catalog ads.
- Lead with a specific problem. Name the frustration in the first line or the first frame, then show the fix.
- Test a Hinglish hook against your English one. Same body, different first line, and let the results decide.
- Try a trust offer before a discount. Free delivery, easy returns or a loyalty bonus can keep an ad running without cutting your margin.
To see any brand's full ad history and what it changed over time, start with the Ad Library, or follow your own competitors with AdGraam's Copy Ads, which tracks their Meta ads and shows which ones have run 100+ days.
Key takeaways
- Do not copy a video share from another category: among these brands it ranges from 3% (Astrotalk, Chandrani Pearls) to 82% (Plush) and 97% (AiFiesta). Match the format to how your product is understood.
- 47% of the 747 longest-running ads are dynamic creative or catalog ads, so Meta's automated formats are where many long-lived ads end up. Feed them good assets rather than fighting them.
- 64% of the long runners are portrait and 36% square; none is landscape. Design for 4:5 and 9:16 first.
- Problem and solution hooks, often spoken in Hinglish or a regional language, show up again and again in the ads that ran longest. Aspiration and frustration relief are the most common emotional triggers.
- 53% of the long runners have no offer in the ad. When there is one, it is often a trust offer (COD, free delivery, easy returns, a loyalty bonus) rather than a big discount.
Frequently asked
What kind of Facebook and Instagram ads do Indian D2C brands run?
In our study of 2,790 ads from 14 Indian consumer brands, the longest-running ads were mostly single videos (38%) and Meta's dynamic creative (37%), followed by single images (11%), catalog ads (10%) and carousels (3%). They were all portrait or square, most led with a problem and solution angle, and 71% used a Shop now button.
Do Indian D2C brands use more video or image ads on Meta?
It depends on the category. Across all 2,790 ads, 36% were single video ads. But Plush ran 82% video and AiFiesta 97%, while Astrotalk and Chandrani Pearls ran about 3% video. Products that need a demonstration or a story lean on video; catalog-heavy fashion and jewellery lean on images and catalog ads.
What ad angle works best for Indian D2C brands on Meta?
Problem and solution was the most common angle among the longest-running ads in our study, from stain-free period care to chemical-free chyavanprash and whitening strips. Aspiration, confidence and frustration relief were the most common emotional triggers. Long-running does not prove an ad was profitable, but brands rarely keep paying for ads that don't work.
Do Indian brands use Hinglish in Meta ads?
Yes. Several of the longest-running ads in our sample open with a spoken Hinglish line, such as Perfora's line about bacteria the toothbrush misses, Two Brothers Organic Farms on which flour to eat, and GemsMantra's 'Paise aate hain, par tikte nahi?'. Astrotalk ran Malayalam ads. Regional language hooks are common in ads that last.
Do long-running Meta ads always have a discount?
No. 53% of the 747 longest-running ads in our study had no offer in the ad at all, and 48% of those running 90 days or more had none. Where there was an offer, trust offers such as cash on delivery, free delivery, easy returns and loyalty bonuses were as common as percentage discounts.
How was this data collected?
From the public Meta Ad Library, via AdGraam's competitor ad tracking, in a snapshot taken on October 19, 2026. For each brand we kept the 60 longest-running ads we hold media for. AdGraam's AI tagged each ad's hook, angle, emotional trigger and offer. Days running counts from an ad's start date to its end date, or to the snapshot date if it was still live.
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SahilFounder, AdGraam
Sahil Bhatnagar is a co-founder of AdGraam (also searched as Adgram or Adgram AI), the AI ad platform used by D2C brands including Powerlook, Bewakoof, Kapiva, Traya and Neeman’s. He writes about what actually works in Meta ad creative, with real campaign data, not theory.