Perplexity AI just cracked the code on making AI assistants relatable to Indian Gen Z, and they did it by getting CarryMinati to call a Delhi University professor a “boomer” in a mock civil services interview.
The campaign dropped on October 8, 2025, featuring India’s biggest YouTuber Ajey Nagar (CarryMinati) in a hilarious exchange with professor Vijender Chauhan (known online as Maasijeevi) where Gen Z slang like “rizz,” “aura farming,” and “delulu” leaves the professor completely confused.
The punchline? When CarryMinati calls him a “boomer,” he has to whip out Perplexity AI to explain what it means – and the AI delivers a formal Hindi definition in a male voiceover that’s perfectly timed for comedy.
The Setup That Made It Work
1. Format genius: The mock civil services interview format is already hugely popular on Indian social media, with Maasijeevi building significant credibility through preparing actual aspirants.
2. The slang explosion: CarryMinati drops terms like “rizz” (charisma/charm), “aura farming” (doing things for clout), and “delulu” (delusional) – all words that leave the professor baffled.
3. The perfect escalation: The conversation builds to CarryMinati casually calling the professor a “boomer,” then having to explain what that even means.
4. Perplexity’s moment: CarryMinati asks Perplexity AI to define “boomer” in Hindi, and the AI delivers a clear, formal explanation that resolves the generational confusion while showcasing its multilingual capabilities.
This Was Perplexity’s Second Influencer Collab in a Week
1. The Rebel Kid collab: Just days before CarryMinati’s video, content creator Apoorva Mukhija (The Rebel Kid) shared how Perplexity helped her during a medical emergency in Mykonos at 2 AM.
2. Her story: After cutting her thigh on shattered glass at a nightclub, she consulted Perplexity when unsure about a medical student’s advice that she might need stitches.
3. Different positioning: While The Rebel Kid’s collab highlighted Perplexity’s reliability in serious situations, CarryMinati’s campaign targets pure entertainment and cultural relevance.
4. The pattern: Both collaborations position Perplexity as an everyday companion, not just a research tool.
The Gen Z Slang Decoded (For Boomers)
1. Rizz: Short for charisma; the ability to attract romantic interest. Perplexity translates it as “मोहिनी शक्ति” (mohinī shakti – the power of enchantment).
2. Aura farming: Doing things specifically to gain social status or clout online.
3. Delulu: Being delusional, usually about relationships or unrealistic expectations.
4. Boomer: Originally referring to Baby Boomers, now Gen Z shorthand for anyone out of touch with internet culture regardless of age.
Why Perplexity Chose Influencer Marketing Over Traditional Ads
1. ChatGPT’s approach for context: OpenAI launched their first India campaign with calm, white outdoor billboards showing how small prompts make a big difference in daily life.
2. Perplexity’s counter-strategy: Instead of calm and contemplative, they went loud, funny, and cultural – meeting Gen Z where they actually consume content
3. The cultural insight: Young Indians discover brands through creator content on Instagram and YouTube, not traditional advertising.
4. Conversation positioning: People talk to AI like humans now, so why shouldn’t Perplexity be part of funny, relatable conversations rather than serious productivity pitches?
The Marketing Genius Behind the Format
1. Mock interviews are relatable: Millions of Indian students prepare for competitive exams, making this format instantly recognizable and shareable.
2. The generational gap is universal: Parents not understanding slang is a timeless source of humor that transcends specific cultural contexts.
3. AI as translator, not replacement: Perplexity is positioned as bridging communication gaps, not replacing human interaction – a subtle but important framing
4. Shareability built-in: The video naturally invites sharing with friends or parents who don’t understand Gen Z language, creating organic reach.
Lessons for Brands and Marketers
1. Find cultural tension points: The generational language gap is a real pain point that Perplexity solves while entertaining.
2. Let creators create: CarryMinati’s comedic style is preserved rather than forced into corporate messaging
3. Demonstrate utility within content: The brand solves a problem within the narrative rather than interrupting it.
4. Multilingual matters in India: Showcasing Hindi capabilities expands appeal beyond English-speaking tech enthusiasts.
5. Sequential storytelling works: Launching two different influencer collabs within a week creates momentum and shows versatility.
Conclusion
CarryMinati’s Perplexity AI campaign represents a masterclass in making technical products culturally relevant. By using humor, recognizable formats, and genuine utility demonstration, Perplexity positioned itself as accessible to Indian Gen Z without dumbing down the technology.
The campaign’s real brilliance? It doesn’t ask viewers to trust Perplexity – it shows them how it solves real communication gaps in an entertaining way. When CarryMinati says “Perplexity… batein toh aapko samjhani padegi” (Perplexity… you’ll have to explain things), he’s demonstrating utility while making people laugh.
For brands watching this rollout, the lessons are clear:
- Influencer partnerships work when creators maintain their voice
- Cultural relevance beats technical features
- Demonstrating product value through entertainment beats traditional advertising every time.
- Demonstrating product value through entertainment beats traditional advertising every time.
Perplexity just showed how to make AI cool in India. The question is whether ChatGPT’s dominance is secure or if humor and cultural fluency can carve out meaningful market share
