How content creator ‘Southside Kannadiga’ is mentoring Karnataka’s youth on and off the screen

Bengaluru

Coming from the lush greens of Sagara in Shivamogga and navigating the fast-paced hustle of Bengaluru, content creator ‘Southside Kannadiga’ bridges two entirely different worlds with sharp motivational digital content. Southside Kannadiga (SK) has carved out a distinct voice, offering guidance and life advice for the modern youth of Karnataka, delivered in the native tongue of Kannada. 

By tapping into a shared sense of identity and regional pride, he has built an authentic connection with his 1.1 lakh Instagram followers, becoming part of the broader and rapidly growing ecosystem of Kannada digital creators shaping contemporary internet culture across South India.

The calling

“I was feeling bored with corporate life and wanted to do something bigger. I realised that this feeling came from an urge within me and not necessarily from the work I was doing. So, I decided it was better to understand and accept that sooner rather than later”, said Southside Kannadiga (SK), speaking to News Trail in an exclusive interview. SK holds an MBA in Marketing from Acharya Institute of Management and Sciences.

After completing his graduation, he worked at two organisations for nearly one-and-a-half years. However, the desire to explore new possibilities and pursue something beyond a conventional career eventually led him to quit his job and take up content creation full-time.The decision to become a creator came rather spontaneously. “One random day, I was sitting on a beach and thought that I would start making videos.

I made a video that evening and told myself that I would consistently keep posting”, he recalled. That promise has since become a daily routine for the past 11 months. SK posts videos every day at 7.30 pm, a practice he has maintained since he began his content-creation journey.

Interestingly, he did not initially seek validation or support from friends and family. Instead, he focused on consistently putting out content.
His audience has since grown into a community of more than one lakh followers. “I would give the same advice to people who are trying to create content. Don’t ask people to follow your account or like your content. Instead, let your work speak for itself,” he said.

Finding my niche

For SK, motivational and life-advice content was not a coincidence. It emerged from his own experiences of feeling lost and confused during his corporate years.“The situation in my life when I was working and felt completely messy, lost and confused is something many others can relate to. So, I thought, why not make videos about it?” he said. His personal experiences have shaped the themes he addresses, including career choices, relationships and life lessons. SK has been particularly vocal about drug abuse and has created several videos encouraging young people to confront addiction and seek recovery.

“I personally monitor and check on 70 individuals who are recovering from drug addiction every day”, he said, adding that he particularly focuses his messaging on those between 18 and 24 years of age, which he considers a crucial phase of life.SK has also spoken about romantic relationships during college and their potential impact on students’ career goals. “I advise youngsters to keep romantic relationships at the lowest priority during these years and focus on their career and professional life”, he said.

Guiding further

With content creation now at the centre of his career, SK is looking to expand his presence further. “I am planning to start a podcast on YouTube”, he said. Alongside the podcast, he plans to continue producing videos focused on life and career advice. He has already begun interviewing personalities on Instagram and hopes to take the format to a larger platform.

For aspiring content creators, SK has one central piece of advice: do not let the prospect of earning money become the primary motivation. “Don’t be lured by the monetary benefits of content creation. Create without expectations and focus on delivering something valuable”, he said.He also encouraged young creators to seek guidance when needed, adding, “People can always reach out to me for any guidance and help”.