Swedish beauty and wellbeing company Oriflame has successfully concluded its Northeast Yatra, a large-scale influencer and community engagement initiative conducted across Northeast India and West Bengal in partnership with Whosthat360.
Spanning more than 5,000 kilometres through April and May, the campaign covered 13 cities and engaged over 300 influencers, creators and entrepreneurs. Beginning on April 7 at Lady Keane College in Shillong and concluding with a grand finale in Kolkata on May 10, the yatra travelled through Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Siliguri and Durgapur.
The initiative featured on-ground activations through the Oriflame Beauty and Wellness Partner Truck, including beauty masterclasses, skincare workshops and creator auditions. The campaign focused on community-led storytelling, with participants generating regional-language digital content and sharing experiences through reels and social media posts. Oriflame also highlighted the journeys of women entrepreneurs associated with its social selling model, showcasing opportunities for flexible and self-directed earning across emerging markets.
The campaign concluded with the Oriflame Presents WhosNext2026 Influencer Awards – East and Northeast Edition in Kolkata, recognising creators across 31 categories. The event was attended by personalities including Trina Saha and Srabanti Chatterjee.