From gaming clips to viral fame: The rise of Jaggu

Bengaluru

Jaganath Vinod Kumar, popularly known as ‘Jaggu’, has rapidly emerged as a prominent name in the digital creator space through his Instagram handle, ‘Jvkayy’. Known for his energetic personality, engaging lifestyle and comedy content, he has established himself as a dynamic force among young creators. His unique ability to blend sarcasm, humour, and relatable storytelling with moments of authenticity and vulnerability has helped him build a loyal audience of over 107,000 followers on Instagram, who connect not only with his content but also with his personality.

A 20-year-old content creator, Jaggu is a Malayali born in Saudi Arabia and has been living in Bengaluru for the past eight years. Since 2018, he has been actively involved in creating digital content across platforms such as YouTube and Instagram, consistently expanding his reach and achieving several milestones in his journey as a creator.

Game start
“I have always been fond of speaking in front of a camera, and it all began after I moved to Bengaluru and started recording gameplay videos for YouTube”, said Jaggu, recalling the early stages of his journey in an exclusive interview with News Trail. His initial content primarily featured Roblox gameplay videos, which quickly gained significant traction among viewers. Jaggu said he began creating content consistently on YouTube in 2020 during the COVID-19 lockdown. As his channel grew, he kept his audience engaged by doing special voice reveals and face reveals whenever he reached major subscriber milestones.

In 2022, he decided to expand his creative journey by shifting his focus to Instagram to explore new forms of content creation. Although he was unable to post regularly during his 11th and 12th grade studies, he became highly active after completing school, consistently uploading content during the four-month break before joining university. “I learnt a lot during that period, especially about how the algorithm works and the type of content people enjoy watching”, he said.

What makes Jaggu, Jaggu
“There wasn’t any particular niche or genre that my content fit into until last year. Now, I would describe my niche as relatable comedy with a strong South Indian touch”, said Jaggu while speaking about the style of content he creates. Recalling his early days as a creator, Jaggu said one of his first videos revolved around how people spend time playing the dinosaur game whenever the Wi-Fi stops working - a situation many viewers found instantly relatable. 

He achieved his first major viral breakthrough in January last year when one of his reaction videos garnered over 10,000 likes and views within just half an hour of being uploaded.  The same video has now crossed 18 million views. “Out of all the different types of content I make, I would say reaction videos perform the best”, he added.

Personal growth
Jaggu also opened up about his personal growth through content creation. He described himself as an introverted and reserved person before entering the digital space, but said creating content helped him become more expressive, confident, and socially active. He revealed that his Instagram account was shadowbanned in May last year, which forced him to take a much-needed break from content creation as he struggled to balance both college life and his career as a creator. However, he soon returned with renewed motivation and has been posting consistently ever since.

Long road ahead
Looking ahead, Jaggu said he sees significant potential in the content creation industry and hopes to pursue a career aligned with his creative interests, such as social media marketing. He also expressed interest in returning to long-form content creation, “This time, I want to show more of my personality to people instead of focusing only on gaming or similar content”. Encouraging aspiring creators, Jaggu advised people to freely express themselves, “If you want to pursue content creation, it is important to genuinely enjoy the process rather than only focusing on monetisation”, he said.