Forty ad patterns for Indian D2C brands.

Your price looks high next to cheaper options, but the product lasts longer or needs less per use. Works for refills, concentrates and durables.

[Price] for [real number of uses]. That's about [price ÷ uses] per [use].

Example (home care): ₹1,299 for a bottle that lasts around 60 washes. That's about ₹22 a wash. Concentrated, so one capful does a full load.

Base the use count on your own usage test and keep the working. ASCI expects price comparisons to be accurate and not misleading.

Find live examples in the Meta Ad Library · “cost per wash”

You have reviews that describe the product in vivid, everyday words. Customers often say it better than a copywriter.

"[Exact phrase lifted from a real review]" — [what the product is, in one line].

Example (fashion): "Finally a kurta that doesn't need ironing after the wash." Our cotton-blend everyday kurta, in 8 colours.

Quote only real reviews, keep the customer's permission, and do not edit the meaning. Fabricated testimonials breach the ASCI Code.

Find live examples in the Meta Ad Library · “customers say”

The product solves a clear problem, but naming the viewer's condition would breach Meta's personal attributes policy. Describe the situation or the product's job instead.

[Everyday situation where the problem shows up]. [What usually goes wrong]. [What the product does differently].

Example (skincare): Humid afternoon, sunscreen turning sticky by 2 pm. This gel formula is made for oily skin and dries to a matte finish.

Avoid "Are you…", "Struggling with…" or "Your [condition]". Say who the product is made for, not what the viewer has.

Find live examples in the Meta Ad Library · “made for oily skin”

Buyers hold a common belief that stops them from trying your category. Good for food, personal care and home appliances.

Myth: [common belief]. Fact: [accurate, checkable correction]. [How the product fits].

Example (food): Myth: ghee and a fitness routine can't go together. Fact: ghee is a fat, so portion size is what counts. Our jar comes with a 5 ml measuring spoon.

The "fact" must be accurate and general. Do not turn it into a health claim for the product.

Find live examples in the Meta Ad Library · “myth vs fact”

You want the curiosity of a question without asking about the viewer's body, money or identity.

Ever checked [something about the category most people never look at]? [What you found / what yours does].

Example (food): Ever checked the back label of your haldi packet? Ours lists one ingredient: turmeric, ground from whole roots.

Find live examples in the Meta Ad Library · “check the label”

Short vertical video where the viewer sees a familiar moment from their own eyes. Strong for gifting, food and home.

POV: [relatable moment in which the product shows up].

Example (food): POV: Mummy asks who made the chai today, and you just used the masala from the steel tin.

Find live examples in the Meta Ad Library · “POV”

Considered purchases where buyers compare specs. The list teaches something useful even if they don't buy.

[Number] things to check before you buy [category]. [Item 1]. [Item 2]. [Item 3, where your product stands out].

Example (kitchenware): 3 things to check before you buy a pressure cooker: the base thickness, the gasket material, and the warranty on the body. Ours lists all three on the box.

Find live examples in the Meta Ad Library · “things to check before you buy”

There is a frequent usage mistake in your category that your product or guide helps avoid.

Stop [common mistake]. [Why it causes a problem]. [Better way, with the product].

Example (fabric care): Stop washing silk sarees with regular detergent. It can dull the sheen. Use a mild, pH-balanced wash like this one, in cold water.

Find live examples in the Meta Ad Library · “stop washing”

The product has a satisfying sound or texture: crunch, sizzle, pour, zip, click. Works in Reels where sound is on.

[First 2 seconds: close-up sound]. Caption: [one-line product name and key detail].

Example (snacks): Sound on for the crunch. Roasted makhana, slow-roasted in small batches, lightly salted with rock salt.

Find live examples in the Meta Ad Library · “sound on”

Your buyers think in Hindi or another Indian language. A first line in their language can stop the scroll in a feed full of English.

[First line in the buyer's language]. [Second line with the product and price, in the same language or Hinglish].

Example (snacks): Bachchon ke tiffin ke liye, bina maida ke cookies. Ragi aur gud se bane. (For kids' tiffin boxes, cookies without refined flour. Made with ragi and jaggery.)

Have a native speaker review the copy. Run the same compliance checks on translated text as on English.

Find live examples in the Meta Ad Library · “bina maida”

Comments or support tickets keep raising the same doubt, usually price, size or durability.

[State the objection plainly]? [Honest answer with one concrete fact].

Example (accessories): ₹2,499 for a backpack? It has a padded laptop sleeve, metal zips and a 1-year warranty on stitching.

Find live examples in the Meta Ad Library · “worth the price”

Durability or performance is the selling point and you can show it on camera without tricks.

We [did something tough to the product]. Here's what happened. [Unedited result].

Example (kitchenware): We left this steel bottle with hot chai in the car for a full workday. Here's what it poured at 6 pm.

Film the test in one take or show timestamps. Edited or staged results can mislead and breach ASCI rules.

Find live examples in the Meta Ad Library · “we tested”

Target a moment, place or season rather than a type of person. Safer than attribute callouts and very relevant in India's weather and festivals.

[Season, place or occasion]? [What the product does in that situation].

Example (footwear): Monsoon commute in Mumbai? These sandals have a grip sole and dry fast, so you're not squelching into office.

Find live examples in the Meta Ad Library · “monsoon footwear”

A genuine customer question in your comments deserves a full answer. Showing the comment on screen signals you listen.

Replying to [first name]: "[their question]". [Direct answer, shown on camera].

Example (fashion): Replying to Ritu: "Does the colour bleed in the first wash?" Here's the first wash of our block-print dupatta, in a white bucket.

Use real comments only, with the commenter's name blurred or with permission.

Find live examples in the Meta Ad Library · “replying to”

Buyers in your category are reading labels. Short, plain ingredient lists win trust in food, personal care and baby products.

[Number] ingredients. [List them]. [What's not in it, only if true and relevant].

Example (food): Five ingredients: peanuts, jaggery, cocoa, salt, sunflower oil. No palm oil. That's the full label.

"Free from" claims must be true for the whole product. Don't imply competitors are unsafe.

Find live examples in the Meta Ad Library · “only 5 ingredients”

Your product is handmade or tied to a place: handloom, pottery, spices, tea. Origin is part of the value.

Made in [place] by [who]. [One detail about the craft]. [What that means for the buyer].

Example (fashion): Woven on handlooms in a weaving cluster near Varanasi. Each saree takes several days to weave, so small irregularities are part of the fabric.

Only use a GI name or "handloom" if you can document it. Handloom Mark rules apply to that claim.

Find live examples in the Meta Ad Library · “handwoven saree”

Diwali, Rakhi, Eid, Christmas or wedding season. Turn the catalogue into ready-made gift answers by recipient or budget.

[Festival] gifts for [recipient], under [budget]. [Option 1]. [Option 2]. [Gift wrap / delivery detail].

Example (gifting): Diwali gifts under ₹999: a brass diya set, a dry-fruit tin, or a scented candle trio. Gift-wrapped, with a handwritten note on request.

State real delivery cut-off dates for the festival. Don't imply a deadline that isn't real.

Find live examples in the Meta Ad Library · “diwali gifts under”

Your product replaces a common unbranded or old-way alternative. Compare against the category, never a named competitor.

[Generic alternative]: [its limitation]. [Your product]: [the specific difference].

Example (kitchenware): Regular plastic lunch box: stains from haldi and smells after a few months. Our glass lunch box: no stains, and it goes straight into the microwave.

ASCI requires comparisons to be fair and factually supportable. Don't disparage a named or identifiable brand.

Find live examples in the Meta Ad Library · “vs regular”

The product removes a step from a daily routine. Busy mornings, cooking and cleaning are common fits.

[Old routine, with real steps]. [New routine with the product]. [What you do with the time].

Example (food): No soaking, no grinding. Open the pack, add water, and the idli batter is ready for the morning.

Find live examples in the Meta Ad Library · “ready in minutes”

Early-stage brand with a real founder reason. Personal stories build trust when the brand is new and has few reviews.

[What the founder couldn't find]. [What they did about it]. [What the product is now].

Example (baby care): I couldn't find a baby wash in our local market that listed every ingredient on the front. So we made one, and we put the full list on the front.

Keep the story true. Don't imply other products are unsafe.

Find live examples in the Meta Ad Library · “why I started”

You sell refill packs or reusable containers. Lead with the practical saving, then the lower packaging.

Keep the [container]. Refill with [pack]. [Practical benefit]. [Packaging detail you can prove].

Example (personal care): Keep the glass bottle. Refill with the pouch. The pouch costs less than a new bottle and uses less plastic than one.

Environmental claims like "eco-friendly" or "sustainable" need proof. Prefer a specific, checkable fact.

Find live examples in the Meta Ad Library · “refill pouch”

The product's job changes with India's seasons: summer heat, monsoon damp, winter dryness.

[Season] means [specific problem for the product's job]. [How the product handles it].

Example (personal care): Sardiyon mein hothon ke liye: shea butter aur ghee wala lip balm. (For lips in winter: a lip balm with shea butter and ghee.)

Find live examples in the Meta Ad Library · “winter care”

Premium-priced everyday products where the buyer is treating themselves. Frame it as a small upgrade, not a necessity.

[Everyday moment]. [Small upgrade the product brings]. [Price stated plainly].

Example (beverages): Your morning filter coffee, from beans roasted this month. ₹549 for 250 g, ground to your filter.

Find live examples in the Meta Ad Library · “freshly roasted coffee”

Versatile products where buyers worry about getting use out of them: ethnic wear, bags, jewellery.

[Occasion 1]. [Occasion 2]. [Occasion 3]. Same [product], styled [differently].

Example (fashion): Office on Monday, sangeet on Saturday, puja on Sunday. Same silk-blend kurta set, three ways to style it.

Find live examples in the Meta Ad Library · “3 ways to style”

New brand, low budget. A founder speaking plainly on a phone camera can feel more trustworthy than a polished studio ad.

0–3 s: founder name and one-line hook. 3–20 s: why the product exists and one proof point. 20–30 s: what to do next.

Example (home decor): "Hi, I'm Kavya, and I make these candles in our Pune studio. Every wick is cotton, and every jar is reusable. Link's below if you want to see the scents."

Find live examples in the Meta Ad Library · “founder story”

The raw ingredients look good on camera: spices, nuts, oils, botanicals. Visual proof of what goes in.

Macro shots of each ingredient with a text label. Final shot: the finished product with its name and price.

Example (food): Whole cardamom. Cinnamon bark. Dried ginger. Cloves. Ground together for our chai masala. ₹249 for 100 g.

Find live examples in the Meta Ad Library · “ingredients close up”

Tier 2 and 3 audiences, or any audience that trusts creators who speak their language. Shows packaging, contents and first impressions.

Disclosure on screen. Creator opens the box, names each item in their language, and gives one honest first impression.

Example (kitchenware): #ad Dekhiye box mein kya aaya: teen steel dabbe, ek chhota spoon, aur instruction card. Dhakkan kaafi tight hai. (#ad See what came in the box: three steel containers, a small spoon and an instruction card. The lid is quite tight.)

ASCI requires a clear disclosure such as "#ad" or "Collaboration" that is visible without tapping "more".

Find live examples in the Meta Ad Library · “unboxing”

Products used across a day: bags, bottles, skincare, snacks. Shows real usage in a believable routine.

Disclosure on screen. Morning, afternoon, evening clips. The product shows up naturally in two or three of them.

Example (accessories): Collaboration with the brand. 8 am: fill the bottle. 1 pm: still cold at my desk. 7 pm: refill at the gym. One bottle, whole day.

Add a visible disclosure. For videos of 15 seconds or less, keep it on screen for at least 3 seconds.

Find live examples in the Meta Ad Library · “day in my life”

Texture, absorbency or finish is the difference. Show two swatches on the same surface, filmed the same way.

Two swatches side by side. Label each. Show a timed or action-based test, such as a rub, a wipe or a wait.

Example (skincare): Left: a regular cream. Right: our gel moisturiser. Same amount, same hand. After one minute, rub with a tissue and see what's left.

Compare against a generic product, not an identifiable brand. Don't use body comparisons styled as before and after results.

Find live examples in the Meta Ad Library · “texture test”

Feature-driven buyers on Meta feeds or Google display. Three to five rows that answer the questions buyers actually ask.

Two columns: [generic alternative] and [your product]. 3–5 rows of checkable features. Price row at the bottom.

Example (home): Generic mattress topper vs ours. Washable cover: no / yes. Thickness: varies / 2 inches. Trial: none / 30 nights. Price: ₹3,999.

Every row must be true for the alternative you show. Don't name a competitor without solid evidence for each claim.

Find live examples in the Meta Ad Library · “us vs them”

The product needs a short routine or recipe. Each card is one step, and the last card is the product.

Card 1: the outcome. Cards 2–4: one step each. Card 5: the product, price and a clear call to action.

Example (food): Card 1: Restaurant-style dal makhani at home. Card 2: Soak overnight. Card 3: Pressure cook. Card 4: Add our makhani masala. Card 5: ₹199, ships across India.

Find live examples in the Meta Ad Library · “step by step recipe”

First-time buyers who don't trust a new brand with prepaid payment. Can lift conversion, but watch your RTO rate.

[Product]. Cash on delivery available. [Delivery time]. [Return or exchange policy].

Example (fashion): Cash on delivery available across most pin codes. Delivered in 3–6 days. Easy 7-day exchange if the size doesn't fit.

State any COD fee up front. Hidden charges at checkout are a listed dark pattern under the CCPA guidelines.

Find live examples in the Meta Ad Library · “cash on delivery available”

Repeat-purchase products with a high first price. A smaller pack lowers the risk of the first order.

Not sure yet? Try the [mini / starter] pack: [what's in it] for [price].

Example (beverages): Not sure which roast you like? Try the sampler: three 50 g packs, light, medium and dark, for ₹399.

Find live examples in the Meta Ad Library · “trial pack”

Your AOV sits just under a profitable basket size. The threshold nudges buyers to add one more item.

Free delivery on orders above [amount]. [Suggested add-on that gets them there].

Example (food): Free delivery on orders above ₹699. Add a jar of chutney to your pickle order and you're there.

Find live examples in the Meta Ad Library · “free delivery above”

A real sale with a real start and end date. Dates feel more honest than countdown pressure.

[Festival] sale: [discount] on [range], [start date] to [end date].

Example (home decor): Diwali sale: 15% off all brassware, 20 to 26 October. Prices go back to normal on the 27th.

Under the CCPA dark patterns guidelines, false urgency is prohibited. The sale must actually end on the stated date.

Find live examples in the Meta Ad Library · “diwali sale”

Products that are used together. A bundle raises AOV and makes the choice easier.

[Product A] + [Product B] together for [bundle price]. ([Separate price] if bought separately.)

Example (personal care): Shampoo + conditioner together for ₹849. (₹998 if bought separately.)

The "separate price" must be the real current selling price, not an inflated reference.

Find live examples in the Meta Ad Library · “combo offer”

You have detailed, specific reviews. One clear screenshot can do more than a page of claims.

Screenshot of a real review, star rating visible. One line of copy that adds context, not hype.

Example (kitchenware): A verified buyer on our site, three weeks after delivery: "The handle hasn't loosened even with daily use."

Use real, unedited reviews. Don't cherry-pick in a way that misrepresents overall ratings.

Find live examples in the Meta Ad Library · “verified buyer review”

You hold a lab report or certificate for a specific property, such as purity, SPF or material grade.

Show the report header and the result line. Copy: [what was tested], [by whom], [when].

Example (food): Our honey was tested by an independent NABL-accredited lab this year. Here's the page with the result for added sugar.

Claim only what the report covers, for the batch or period it covers. ASCI may ask for the report.

Find live examples in the Meta Ad Library · “lab tested”

Your process is part of the quality: small batches, hand-finishing, cold-pressing. Showing it is proof in itself.

Raw footage of [process step]. Caption naming the step and why it matters. End on the finished product.

Example (food): This is our wooden ghani, pressing groundnuts slowly so the oil doesn't heat up. Then it rests, and we bottle it.

Find live examples in the Meta Ad Library · “wood pressed oil”

A creator uses the product for a set period and reports what they actually noticed, including any downside.

Disclosure on screen. "I used [product] for [period]. What I liked: [x]. What I'd change: [y]."

Example (personal care): #ad I used this hair oil every Sunday for a month. What I liked: it's light and washes out in one shampoo. What I'd change: the cap could be tighter.

Creators must have actually used the product, and the review must reflect their real experience. Disclose the partnership clearly.

Find live examples in the Meta Ad Library · “honest review”