By Shivam | Aug 10, 2026
Developed with NYT (Not Your Type), the BGMI x CarryMinati collaboration marks the first-ever in-game integration of an Indian creator, anchoring a multi-film campaign built for the creator economy.
Bengaluru, August 10, 2026: KRAFTON India is redefining the boundaries of influencer marketing by partnering with NYT (Not Your Type) to bring CarryMinati, one of the country's most iconic and culture-defining content creators, directly into BATTLEGROUNDS MOBILE INDIA (BGMI). This groundbreaking initiative, running from August 6 to September 13, 2026, transforms the beloved internet personality into a fully playable character within the game. For an industry that has debated the limits of influencer collaborations for the past decade, KRAFTON India’s bold answer is to turn the creator into the IP itself.
Far more than a standard celebrity endorsement, this campaign reimagines CarryMinati as an interactive gaming experience, blending creator culture, high-end entertainment, and storytelling. Rather than dropping a single launch announcement, the collaboration has been designed to unfold across multiple creative chapters spanning YouTube, Instagram, and live broadcasts.
The Launch Film: Entering CarryMinati's World
The campaign officially kicked off on August 8th, 2026, with a tongue-in-cheek launch film that threw audiences straight into the chaotic world of CarryMinati. The cinematic short features four exaggerated versions of the creator—ranging from the suave Cutie Minati and the rugged Carry Mehnati to the flamboyant Kewl Minati. All four personas are shown hilariously arguing over a highly coveted BGMI loot drop before absolute chaos breaks loose.
The action then abruptly cuts to the real-life Carry breaking the fourth wall from his studio, mock-frustrated that his alter egos are trying to steal his spotlight. He then teases audiences with his impending arrival in BGMI. Packed with Carry’s signature humour, self-aware storytelling, and deep internet-native references, the film is designed to entertain first while organically introducing the collaboration.
“Gaming has always been a huge part of who I am. I have played, laughed with gamers and spent years with fans of the BGMI community. But becoming a character inside a game that has been a part of my life for years? That's a different level altogether. What I loved about this collaboration is that nobody tried to make me fit into BGMI, they dropped me into the lobby. The team at KRAFTON India and Not Your Type has obsessed over every little detail, making sure the personality, the attitude and even the madness feel authentically me. It's basically me, but bigger, bossier and louder! I can't wait for everyone to squad up, take on the boss, and have a blast. See you all in the Battlegrounds. Let's go!"
— CarryMinati
“Gaming today doesn't exist in isolation, it lives alongside creators, memes, livestreams and the communities that shape internet culture every single day. CarryMinati has been at the centre of that cultural conversation for years, making him a natural fit for BGMI. Rather than simply featuring him in a campaign, we wanted to build an experience around him; one that players could engage with, recognise instantly and genuinely feel a part of. Together with NYT, we've created something that celebrates fandom and giving players moments worth talking about - in a way only gaming can.”
— Srinjoy Das, Director, Marketing And Product Management, KRAFTON India
Designed To Be Watched, Shared, And Played
Ditching the traditional teaser-to-launch cycle, KRAFTON India and NYT have structured the CarryMinati integration as an evolving narrative. Each new release acts as a creative chapter meant to spark organic chatter across gaming subcultures:
- The Agency Meta-Film: The next chapter features a humorous, meta-inspired storyline where NYT itself is "kidnapped" into the world of BGMI. Their task? Designing CarryMinati's perfect in-game Boss avatar, visual identity, and accessories, offering fans a playful behind-the-scenes look at the creative process.
- AI-Powered Storytelling: The campaign heavily utilizes AI-driven creatives to bring CarryMinati's iconic voice, expressions, and signature catchphrases to life. These bite-sized, instantly recognizable moments are tailored perfectly for scroll-first audiences.
- Interactive Community Livestream: Everything culminates on August 15, 2026, when CarryMinati will host a live interactive broadcast. He will engage directly with his community through gameplay, live banter, and fan interactions, cementing the collaboration as a shared community experience rather than a one-way street.
Built by a Creator, Not Just Fronted by One
A core distinction of this campaign is how it was brought to life. NYT (Not Your Type), renowned as India's largest anime YouTube channel, hasn't just lent its platform to promote the collaboration—it functioned as the lead creative studio. NYT designed the entire BGMI x CarryMinati Collection from the ground up.
Built around a striking "where frost meets flame" visual theme, the set includes the main playable character, a formidable Boss form, and highly detailed cosmetic additions like weapon skins, vehicle skins, and collector cards. By leveraging a creator to build for another creator, KRAFTON India has established a powerful new marketing model that they intend to lean on heavily in the future.
About KRAFTON, Inc.
Headquartered in Korea, KRAFTON, Inc. is a global game developer and publisher dedicated to pioneering unforgettable worlds for players everywhere. Founded in 2007, KRAFTON brings together a diverse portfolio of studios including PUBG STUDIOS, Striking Distance Studios, Unknown Worlds, Neon Giant, and more. KRAFTON's major titles include PUBG: BATTLEGROUNDS, PUBG MOBILE, inZOI, Subnautica, and Hi-Fi Rush. For more information, visit www.KRAFTON.com.
About KRAFTON India
KRAFTON India is responsible for delivering premier mobile gaming experiences in the country, led by its flagship title BATTLEGROUNDS MOBILE INDIA (BGMI), which has surpassed 260 million downloads. Beyond publishing, KRAFTON India is deeply committed to strengthening the digital entertainment ecosystem, having invested over $250 million in Indian startups across interactive entertainment, gaming, esports, and technology since 2021.