Swedish beauty and wellbeing company Oriflame has concluded its month-long Northeast Influencer Yatra, one of the largest influencer-led brand campaigns undertaken in the region, covering more than 5,000 kilometres across 13 cities and engaging over 300 influencers. Conducted in partnership with Whosthat360, the campaign began on April 7 at Lady Keane College in Shillong and ended with a grand finale in Kolkata on May 10. The yatra travelled through Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Siliguri and Durgapur, hosting 13 on-ground activations across Northeast India and West Bengal.
At every stop, the Oriflame Beauty and Wellness Partner Truck organised beauty masterclasses, skincare workshops and creator auditions, drawing participation from students, beauty enthusiasts and local influencers. The campaign focused on community-led storytelling, with participants sharing their experiences through reels, posts and local-language content across digital platforms. The initiative also highlighted stories of women entrepreneurs associated with Oriflame’s social selling model, many of whom shared their experiences of building livelihoods through the platform.
The campaign concluded with the Oriflame Presents WhosNext2026 Influencer Awards – East and Northeast Edition in Kolkata, recognising creators across more than 31 categories. Personalities including Trina Saha, Srabanti Chatterjee and RJ Praveen attended the event.