Kashmiri Content Creator Junaid Fights Anxiety with Awareness

Suhail Khan

Sopore, Jan 25: As our lives are increasingly shaped by online interactions, social media has grown into a powerful tool for creating connection, sharing laughter, and raising consciousness—particularly where it is ever-present. From this digital soil, a new generation of creators is springing up.

Among them is Junaid Parvaiz Shah from North Kashmir’s Sopore, who stands out not for viral comedy or aesthetic travel clips, but for weaving substantive social messages into his videos. He offers both entertainment and emotional respite to a generation often grappling with depression and anxiety.

Along with his friends, Junaid has turned his social media platform into a digital sanctuary for many young Kashmiris—a voice of empathy and awareness in an increasingly complex online world.

Speaking with Kashmir Convener, Junaid detailed his journey from a skeptical beginner to a focused digital activist determined to use his influence responsibly.

“This content creation journey dates back to 2018, when my friends and I started with an idea we shared within our circle,” he said. “We wanted to create informative awareness videos that could play a constructive role in society. Beyond just conveying a message, we hoped to bring a glimpse of a smile to people’s faces.” This dual goal—to educate and uplift—became the cornerstone of their creative philosophy, Junaid said.

“We faced criticism from the very start, sometimes from our own family and relatives,” Shah recalled. “They would ask, ‘Yeh kya bandgi hai?’ (What kind of work is this?).” In Kashmir, where conventional career paths are often prioritized, pursuing content creation was viewed with uncertainty.

Yet, my team persisted. “As time passed and we remained consistent, the audience’s response began to shift,” he said. “People not only started to like our content but actively praised it. That validation was crucial.” This growing acceptance fueled their determination. “Our journey gained momentum. We began to focus even more on creative, meaningful content, aiming to direct our efforts toward highlighting and addressing societal issues. To a significant extent, people have supported and appreciated this direction.”

Shah sais that “social media is a powerful institution—one that must be used properly. In Kashmir, where whole generations are immersed in these platforms, content creators have a duty to consider the consequences of their work. We must constantly ask: How will this impact society?”

“We often speak of social activism as something confined to the ground. But why limit it?” he questioned. “If the goal is sincere contribution to society, it can be achieved through any mode or means. Whether through a well-crafted video or grassroots work, the intent and the impact are what truly matter.”

Junaid’s approach underscores a broader shift in how social change is being catalyzed in the digital age, particularly in Kashmir with its high internet engagement. His content deliberately addresses themes such as mental health awareness, social ethics, and community solidarity—topics that resonate deeply with his audience.

Of course, the path has not been without obstacles. “There are always hurdles; no meaningful work is easy,” Shah acknowledged. “But when you are driven by a passion for a genuine cause, no challenge can truly defeat you. The key is to keep growing, to keep persevering, and to continue the good work, no matter what.”

Notably, through his videos, Junaid Parvaiz Shah highlights how young creators are navigating societal expectations, leveraging technology for positive influence, and redefining engagement in the virtual public square.

“By balancing entertainment with empathy, and social consciousness with creativity,” said Junaid, “we can represent a promising model for digital citizenship—one that seeks not just to capture attention, but to nurture and uplift society.”