Ad Campaigns
FoxyMoron’s latest campaign #RipYourEx offers a cool way for GenZ to move on
Mumbai: FoxyMoron has launched a latest campaign #RipYourEx which offers a cool way for GenZ to move on. The brand will also install unique ‘emotional release zones’ at select Wrangler stores as the second touch point of the #RipYourEx campaign. These zones will allow people to rip up their old jeans as a symbol of moving on from the past. Special kits will be provided to everyone who wants to vent their emotions and shred their way to joy.
A new study of Gen Z in India has revealed that 66 per cent believe that not all relationships are meant to last forever and 70 per cent reject the notion of being confined in a romantic partnership. This generation, with the aid of various resources and social media platforms, has been able to better understand itself through discussions on attachment styles and relationship advice. With this insight in mind on Valentine’s Day, FoxyMoron is offering people a playful way to flip traditional notions of romance and relationships while helping them put a smile on their faces and new Wrangler jeans around their waists.
Talking about the #RipYourEx campaign, FoxyMoron business head Keerthi R. Kumar said, “FoxyMoron has always endeavored to build campaigns with refreshingly different concepts for its clientele. I am thrilled with our latest campaign, #RipYourEx, in collaboration with Wrangler. A Valentine’s Day campaign that uses an AI-powered BreakUp Bot to engage with users on a deeper level. Our unique take on breakups brings fun to the experience and aims to drive engagement. This campaign showcases our commitment to innovation and creating different concepts that are both innovative and exciting for our clients.”
Echoing similar thoughts, Dhruv Warrior national creative director, FoxyMoron said, “The #RipYourEx campaign brings a fun new way for users to move on from their past and indulge in some rewarding retail therapy with Wrangler. The idea originated from our penchant to always reinvent the wheel with our campaigns”.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
