Oriflame Completes 5,000 Over km Northeast Influencer Yatra Across 13 Cities
Mumbai, May 27: Swedish beauty and wellbeing company Oriflame has successfully wrapped the North-East Yatra, one of the most ambitious influencer-led brand campaigns ever undertaken in the region. Executed in partnership with Whosthat360, the initiative covered over 5,000 kilometres across 13 cities through April and May, engaging more than 300 influencers and touching the lives of thousands of young women, creators and entrepreneurs across Northeast India and West Bengal.
The yatra, which began on April 7 at Lady Keane College in Shillong and culminated in a grand finale in Kolkata on May 10, travelled through Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Siliguri and Durgapur before its Kolkata close. The campaign featured 13 on-ground activations across multiple cities, before culminating in a large-scale finale in Kolkata. At every stop, the Oriflame Beauty and Wellness Partner Truck served as a centrepiece of on-ground activation, hosting live beauty masterclasses, skincare workshops and creator auditions that drew students, beauty enthusiasts and local influencers in large numbers.
What distinguished the yatra was the organic momentum it generated city by city. Rather than relying on a single large media moment, the campaign was designed to travel, to be discovered and to be retold by the communities it passed through. At each location, participants became storytellers, sharing their experiences through reels, posts and word of mouth in their own languages and registers. This creator-first approach produced a wave of authentic, community-generated content that amplified the campaign far beyond its on-ground footprint, giving Oriflame a rare kind of earned visibility that no single media placement could replicate.
The Yatra was anchored by the stories of Oriflame’s brand partners, women from cities and smaller towns across the Northeast who have built livelihoods through the company’s social selling model. Many of these women attended sessions along the route, sharing their journeys with participants and demonstrating, in personal terms, what flexible, self-directed earning can look like. For young women in college campuses in Nagaon or Itanagar, hearing a peer’s account of building an income without the pressures of traditional employment carried a weight that conventional advertising simply cannot. These stories travelled with the truck and outlasted the event in every city it visited.
The campaign culminated in Kolkata with the Oriflame Presents WhosNext2026 Influencer Awards – East and Northeast Edition, a celebration of the region’s most impactful digital creators, entrepreneurs, fashion voices and entertainers. The evening recognised talent across more than 31 categories, with awards going to creators who have shaped conversations in their own languages while building national reach. The evening also saw the presence of notable personalities including RJ Praveen, Trina Saha and Srabanti Chatterjee, celebrating creators and voices shaping digital culture across the East and Northeast region.
“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. 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,” said Edyta Kurek, Senior Vice President and Head of India and Indonesia at Oriflame.
“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,” said Abhishek Chakraborty, Head of Brand, PR and Digital at Oriflame.
The Northeast is emerging as a key market for companies building both consumer demand and creator networks, powered by a young, digitally connected population and strong regional identity. With the North-East Yatra, Oriflame has demonstrated a model for brand-building in these markets that is immersive, community-led and built on genuine human stories. The company has signalled its intent to deepen its presence across the region through further engagement in key Northeast markets through 2026. Building on the momentum of the Northeast Yatra, Oriflame plans to continue strengthening its presence across emerging markets through similar community-led initiatives focused on entrepreneurship, creator engagement and business opportunities for young people across India.