CE DESK 
CarryMinati’s latest collab with Perplexity AI is redefining influencer marketing in India, blending witty Gen Z slang and smart tech for a campaign that resonates with India’s digital youth. Discover how comedy meets AI in this trending partnership.
India’s most famous YouTuber CarryMinati continues to keep the Gen Z energy flowing on the AI platform Perplexity with a light-hearted recent collaboration. CarryMinati’s latest viral video features a delightfully playful mock interview with Delhi University’s popular professor Vijender Chauhan, who is known online as Maasijeevi. The interview is filled with internet slang “rizz,” “aura farming,” “delulu,” and other creative expressions sharp and entertaining to the young digital audience.
In the playful zenith, CarryMinati humorously refers to the professor as “boomer,” and then demonstrates Perplexity AI’s capabilities by asking it to define the term in Hindi. Perplexity’s clever, fast, and engaging voiceover answer is an unexpected comedic punchline that satisfies the audience’s humor with the Perplexity technology.
The collaboration represents only one facet of the influencer marketing strategy initiated by Perplexity in India. It aims to position the AI search engine as technologically advanced and approachable to younger demographics. Associating with influencers who have substantial social media audiences, particularly those who are popular with the younger generation, assists Perplexity in gaining social currency and visibility in informal social media discourse. The promotional activities for the campaign also highlighted partnered brand Airtel’s offer of a free 12-month subscription to Perplexity Pro for Airtel subscribers, democratizing the use of AI tools to a large portion of the Indian population. Most recently, Perplexity collaborated with CarryMinati, one of the biggest YouTube influencers in India, to create considerable digital media buzz.. In the mock interview, CarryMinati, known for his humor and slang popular with the Gen Z audience, invited one of Delhi University’s popular educators, Maasijeevi, for a fast-paced discussion loaded with internet jargon including “rizz,” “aura farming,” and “delulu.” The CarryMinati challenge in the video was for the professor to keep pace with the slang of today, a challenge that was humorously resolved with the use of Perplexity to find the Hindi translation of “boomer.”
This partnership illustrates how Perplexity aims to engage with younger Indian audiences in fun and approachable ways. Through the use of humor and a modern vernacular, the platform demonstrates that it is more than a tech instrument; it is integrated into the everyday lives of Indian digital creators and consumers. Linkage to Airtel’s offer of a free 12-month Perplexity Pro subscription is an added functional and perceptual benefit to viewers. Perplexity’s influencer-based marketing is strategically aligned to position the AI company as more than an information tool, but as a cultural phenomenon. With the involvement of CarryMinati, the use of pop culture is strategically focused on Gen Z.
