short-lived

What's triggering brands' growing fad for collaborating with short-lived fame creators?

Brands, both in the past and more recently, have collaborated with various viral content creators such as Yippee featuring Jasmeen Kaur, Urbanyog with Mithlesh Bhati, Perk with Vipin Shau - the paragliding man, DSP Mutual Fund with Sanjeev Shrivastava, widely recognised as the 'dancing uncle,' and several others