FoxyMoron’s latest campaign offers a cool way for GenZ to move on

It's not romance, it's #RipYourEx that's in the air! One of India’s leading digital agencies FoxyMoron, part of the Zoo Media network, has launched a cool, fresh and out of the box campaign for Valentine’s Day. Conceptualized for Wrangler Jeans, #RipYourEx is a ‘one-of-its-kind’ campaign that takes an adventurously different look at Valentine's celebrations.

In a bold and adventurous move, Foxymoron, in collaboration with Noesis Tech (also part of Zoo Media), is using Valentine's Day as a platform to encourage people to move on from their past experiences and gain perspective on their own lives. And while they’re at it, move on from their old denims to a new pair too. The two agencies have partnered and launched a campaign titled "#RipYourEx" for Wrangler India which aims to provide a fun, quirky experience for individuals struggling to let go of past relationships. 

For the #RipYourEx campaign, an exclusive ‘BreakUp Bot’ was created to act as the first touch point of the campaign. A ChatGPT powered chatbot, the ‘BreakUp Bot’ will help users by giving them fun, witty one liners to forget about, and break up with past heartaches and give people a reason to focus on their own happiness during Valentines Day. By leveraging generative AI as the first campaign touchpoint, Wrangler's BreakUp Bot provides a humourous, puntastic tool to help individuals move on from past relationships. The chatbot uses machine learning to offer unique and entertaining approaches for those who need an emotional release. It will promote self love in fun, whacky and interactive ways.

At the end of the interactive chat, the ‘BreakUp Bot’ will present users with exciting coupons and offers that they can redeem at their nearest Wrangler store for some much needed retail therapy.

The Break Up Bot giving quirky solutions to help you move on

FoxyMoron 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.

Talking about the #RipYourEx campaign, Keerthi R. Kumar, Business Head South- FoxyMoron, says, “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, says, “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”.

A new study of Gen Z in India has revealed that 66% believe that not all relationships are meant to last forever and 70% 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.