New Delhi, Sept. 28 -- In a world of shrinking attention spans, virality is the new marketing currency. A celebrity catchphrase, meme or verbal slip can suddenly capture millions of consumers' attention, prompting marketers to find ways to leverage the buzz for commercial gain.

politician Ravi Kishan's recent run of viral moments offers a striking example, with brands building campaigns around his catchphrases and online persona. But as the race to ride the next viral wave intensifies, a bigger question is emerging: how reliable is virality as a marketing asset compared with long-term influencer collaborations?

Kishan, a veteran of Bhojpuri cinema and Bollywood, has recently become an unlikely meme star. His recent popularity has been f...