From Pearle Maaney to Ahaana Krishna: Who are South India's top 10 influencers?

The rise of regional Instagram influencers in South India is a response to the growing demand for authentic, relatable content among netizens. These creators, with their deep understanding of cultural and linguistic nuances, effortlessly cut through the noise of generic social media. By speaking their followers’ language, they bring a unique flavour to every piece of content they create. It creates an inviting ecosystem for brands to run campaigns that require a regional approach to drive resonance. The top categories of brands working with regional Instagram influencers include FMCG, fashion, cosmetics, electronics and tourism.

According to industry experts, brands are increasingly catching on to the nuances and demonstrating a deeper understanding that a one-size-fits-all approach simply won’t work for the region. For successful campaigns, it’s important to recognise that what resonates in Tamil Nadu might not have the same impact in Kerala.

Agency leaders from Kerala echo a growing awareness among brands about the importance of focusing on regional dialects. “An ad targeting northern Kerala needs to feature a distinct dialect, as it may not resonate with people in central Kerala,” they explain. “Even in urban districts, every region comes with its unique nuances, making it essential to tailor communication for maximum impact.”

The top 10 Instagram influencers creating waves in South India, as captured in data recorded by the creator collaboration platform Qoruz, include Pearle Maaney, Sivaangi Krishnakumar, Deepthi Sunaina, Shanmukh Jaswanth Kandregula, William Patrick, Ahaana Krishna, Madan Gowri, Varsha Dsouza, Deepika Pilli and Ashwin Kumar.

Here’s a detailed look into their content, persons and what makes them valuable for brands.

Pearle Maaney

Instagram Followers Count: 4.7 MN

Estimated Reach: 2.6 MN

Average Likes: 362.8 K

Engagement Rate: 10.5%

Pearle is a popular actress, television personality, and social media influencer from Kerala. She is also the CEO of Pearle Productions, a media production company. Her Instagram content offers a vibrant reflection of her life and work, featuring everything from celebrity interviews and cooking videos to branded collaborations and heartfelt glimpses into her journey of motherhood. By primarily communicating in Malayalam, Pearle has established a deep connect with her audiences. Earlier this year, Pearle collaborated with Google India for an Onam campaign.

Sivaangi Krishnakumar

Instagram Followers Count: 5.9 MN

Estimated Reach: 1.6 MN

Average Likes: 373 K

Engagement Rate: 3.91%

Sivaangi shot to fame after she participated in a Tamil reality television singing competition, Super Singer 7, on Vijay TV. Later, she was also a part of the comedy cooking show, Cooku With Comali on the same network. Sivaangi’s Instagram offers a vibrant glimpse into her travels, fashion, and performances. A special segment, #SivaangiCooks, showcases her creating and sharing simple recipes infused with humour and entertainment, keeping her followers engaged and delighted. Recently, she has collaborated with brands like Tentwood Trips, Cream Story and Joyalukkas.

Deepthi Sunaina

Instagram Followers Count: 4.3 MN

Estimated Reach: 1.3 MN

Average Likes: 299.5 K

Engagement Rate: 4.63%

Deepthi made her acting debut with Kirrak Party, a 2018 Telugu movie. It paved the way for more acting opportunities, helping her shine in Tollywood. She was also a part of Bigg Boss Telugu Season 2. Deepthi has starred in various music videos, recent ones being Chilaka, Vidipothe and Emone. Glimpses of these videos are a big part of her Instagram presence. She regularly posts pictures and videos of her outfits, travels and milestones. Recently, she collaborated with iQOO to promote the brand’s latest launch - iQOO Z9s.

Shanmukh Jaswanth Kandregula

Instagram Followers Count: 2.7 MN

Estimated Reach: 1.1 MN

Average Likes: 221.1 K

Engagement Rate: 6.96%

Shanmukha is best known for his role as ‘Shannu’ in The Software DevLOVEper, a Telugu romcom web series. Being the runner-up of Bigg Boss Telugu Season 5 added to his fame, a journey which includes several viral video milestones, including The Viva and The Software Engineer 2.0. Shanmukha, popularly known as Shannu because of his role, often shares glimpses of his work life on Instagram, promoting his projects and sharing BTS moments. His most recent projects that have captured a lion’s share of his Instagram presence include Leela Vinodham, Student and Ayyayyo.

William Patrick

Instagram Followers Count: 2.6 MN

Estimated Reach: 1.1 MN

Average Likes: 284.9 K

Engagement Rate: 7.45%

A budding actor and content creator, William Patrick predominantly creates videos in the comedy genre. He creates relatable and entertaining content, which includes talking directly to his audiences as well as performing skits. William’s content, especially Reels, often has a CTA, where he asks his followers to tag their friends, furthering his reach. Recently, he collaborated with Garnier Men India, Kurkure and Ather to create deeply resonating content.

Ahaana Krishna

Instagram Followers Count: 3.1 MN

Estimated Reach: 837.5 K

Average Likes: 188.2 K

Engagement Rate: 4.11%

Ahaana is a popular actress known for her work in the Malayalam film industry, where she made her debut with the movie - Njan Steve Lopez. She is also well-known for her role in Njandukalude Nattil Oridavela, where she starred with actor Nivin Pauly. She majorly uses her Instagram profile to document and showcase her travels and outfits. Her most recent brand collaborations include content for Pothys Swarna Mahal, My Designation, Budget Holidays, Arike, L’Oréal Paris, Abu Dhabi Tourism and Bosch Home Appliances.

Madan Gowri

Instagram Followers Count: 2.6 MN

Estimated Reach: 1 MN

Average Likes: 190.2 K

Engagement Rate: 6.66%

Madan is a popular digital creator known for his content in Tamil.  His dedicated community of supportive followers are called MG Squad. He often acknowledges and appreciates the squad in his content, especially when he is talking about his milestones. Madan is also the host of OMG Show, where he candidly chats with celebrities. Some of the brands he has recently collaborated with for content include Airtel, Honda Shine and Star Sports Tamil.

Varsha Dsouza

Instagram Followers Count: 1.7 MN

Estimated Reach: 881 K

Average Likes: 175 K

Engagement Rate: 9.51%

Varsha is a popular actress and digital creator from Andhra Pradesh. She recently starred in 2 Sides, a Telugu romcom by Infinitum Media Network. On Instagram, she shares glimpses of her professional work and personal life, connecting with her fans. She often shares images of photoshoots that focus on diverse and fashionable outfits. This December, she will feature in Hi Laila, a music video by Sony Music South India, with Nikhil Thomas.

Deepika Pilli

Instagram Followers Count: 2.2 MN

Estimated Reach: 626.1 K

Average Likes: 127.9 K

Engagement Rate: 4.51%

Deepika is an actress best known for Wanted PanduGod, Comedy Stock Exchange and Sarkaar. On Instagram, she mostly promotes her work and showcases her everyday outfits and travel experiences. She most recently starred in Akkada Ammayi Ikkada Abbayi and much of her feed reflects the movie promotions, including her song Le Le Le Le and its BTS footage. Some of her brand collaborations include content for Santoor Showe Gel and Wow Skin Science Vitamin C.

Ashwin Kumar

Instagram Followers Count: 3.5 MN

Estimated Reach: 579.2 K

Average Likes: 256.7 K

Engagement Rate: 1.69%