re = /<assign.*?>/
str = '<if VERSION="A1" || VERSION="A3" || VERSION="a2_%5C%22A3">
<assign CTA="blue">
<assign CTA2="green">
<assign TEXT1="Hello%3Cbr/%3EWorld">
<elseif attribute-name="A2">
<assign CTA="red">
<assign CTA2="yellow">
<assign CTA3="brown">
<assign TEXT1="Click%20%3Ca%20href=\'https://example.com\'%20style=\'text-decoration:none;color:#000000;\'%3Ehere%3C/a%3E">
</if>
// condition 2
<if FOO_BAR="A4" || baz-biz="A5">
<assign CTA="purple">
<assign CTA2="orange">
<assign TEXT1="Hi%20%3Cspan%20style=\'font-%20weight:bold;\'%3EJohn%3C/span%3E" TEXT2="Hello%3Cbr/%3EWorld">
</if>
// condition 3
<if LANG="en_US">
<assign TITLE="English">
</if>'
subst = '$&</assign>'
result = str.gsub(re, subst)
# Print the result of the substitution
puts result
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for Ruby, please visit: http://ruby-doc.org/core-2.2.0/Regexp.html