Oriflame has concluded its North East Yatra campaign, a large-scale influencer and community engagement initiative conducted across Northeast India and West Bengal in partnership with Whosthat360. The campaign covered more than 5,000 kilometres across 13 cities during April and May, engaging over 300 influencers, creators and entrepreneurs through on ground activations, beauty workshops and creator focused events.
The campaign began on April 7 in Shillong and travelled through cities including Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Siliguri and Durgapur before concluding in Kolkata on May 10. At the centre of the campaign was the Oriflame Beauty and Wellness Partner Truck, which hosted skincare sessions, live beauty demonstrations, creator auditions and engagement activities across colleges and public venues.
According to the company, the campaign focused on building local creator engagement and community participation rather than depending on a single advertising moment. Participants and creators across different cities generated regional language content, social media reels and community driven storytelling that expanded the campaign’s digital reach organically.
The initiative also highlighted stories of Oriflame brand partners from smaller towns and cities across the Northeast who are associated with the company’s social selling network. These sessions focused on entrepreneurship opportunities, flexible earning models and creator led business building for young consumers and aspiring entrepreneurs in the region.
The campaign concluded with the Oriflame Presents WhosNext2026 Influencer Awards East and Northeast Edition in Kolkata, recognising digital creators, entertainers and entrepreneurs across more than 31 categories. The event featured the participation of personalities including RJ Praveen, Trina Saha and Srabanti Chatterjee. Oriflame said the initiative forms part of its broader expansion strategy focused on emerging regional markets, creator ecosystems and community led engagement models across India.
Edyta Kurek, Senior Vice President and Head of India and Indonesia at Oriflame, said, “The Northeast Yatra has been one of the most meaningful journeys we have undertaken in India. Travelling across 13 cities, meeting thousands of young women and creators, and seeing the hunger for opportunity firsthand reaffirmed something we have always believed: that entrepreneurship does not have to be complicated or risky to be real.”
He further added, “What has moved me most through this journey is that the ambition was always there. It simply needed a platform and a push. That is what Oriflame has always stood for, and this yatra has brought it to life in the most tangible way possible.”
Abhishek Chakraborty, Head of Brand, PR and Digital at Oriflame, said, “We set out to build something that was genuinely rooted in the Northeast, and what we got back exceeded every expectation. The organic storytelling that emerged across every city was extraordinary. People were not just watching; they were participating and sharing, in their own voices and on their own terms. That kind of brand visibility cannot be manufactured. It has to be earned, and this campaign earned it.”
