Also before you point the gun at me, let me give you an inside info.

I work as an influencer marketing executive at an agency in b'lore. We have a brand with us that usually run such "Normalize desi complexion" campaigns.

How they start is they get 50 influencers - dark in colour and ask them to rant on stories about how makeup industry, bollywood and indian society perceive women with dark complexion. ( above campaign runs for months ) - mind you these are huge influencers, they usually charge 7 Lakhs per reel + story as a package.

Then they start introducing products through these influencers and small time influencers come in through barter medium and ride this trend.