CHENNAI, 21st November 2025: At a time when social media is flooded with trends and challenges, some creators are standing out by bringing authenticity and tradition to the spotlight. One such name is Varun Nair, a GenZ content creator who is making waves for his heartfelt videos celebrating South Indian culture.
Varun, who was born in Kerala and raised in Mumbai, carries his cultural identity with pride. Despite growing up in a bustling metropolitan city, his deep-rooted connection to Kerala remains strong. A bond that forms the core of his content. His reels are not just videos; they are nostalgic windows into the everyday lives, traditions, and essence of Malayali culture.
He began his content creation journey during the COVID-19 pandemic. “The lockdown saw a surge of people on social media who were looking for content, and that was the right time to enter the creator’s space,” Varun says. Like many others during that period, he turned to TikTok as a creative outlet, and quickly gained traction, building a following of over 100,000 people who resonated with his cultural storytelling, humor, and relatable narratives.
However, when TikTok was banned in India, many creators struggled to retain their momentum. Varun, on the other hand, saw it as an opportunity to adapt and evolve. He shifted his content to Instagram and began experimenting with reels bringing the same flavor of authenticity that his audience had grown to love.
One of his most viral videos, showcasing the spirit of Malayali culture and the divine charm of Guruvayur, crossed 3.7 million views. The video not only captured the temple town’s beauty but also reflected the emotions and sentiments that Malayalis around the world associate with their homeland. (Featuring Video: https://www.instagram.com/reel/C2Ur-79R2Et )
“I’m born in Kerala but I moved to Mumbai when I was a kid. Even after having a city life, I’m so connected to my roots and there is so much to show in our culture and I love making videos about it,” Varun explains.
Through visuals of traditional attire, festivals, temple visits, and daily village life, Varun brings his culture to life for audiences who may have only experienced it from a distance. His content serves as both a reminder and a celebration for Malayalis living outside Kerala, and for non-Malayali viewers curious about the richness of South Indian traditions.
Beyond the numbers and viral hits, what sets Varun apart is his genuine approach. He doesn’t follow trends blindly; instead, he crafts stories that reflect his identity. From temple festivals to everyday cultural quirks, his videos often come with a personal touch that viewers instantly relate to.
As a young creator in the digital age, Varun Nair is proving that culture can be cool, and tradition can trend. With more creators like him, Indian social media is seeing a shift one that celebrates diversity, roots, and storytelling that goes beyond the algorithm.
