Shillong, April 7, 2026: In a strategic push to tap into the rapidly expanding creator economy of Northeast India, Oriflame, in collaboration with Whosthat360, has launched the Northeast Influencer Yatra, a 13-city campaign aimed at empowering creators, students, and women through digital and entrepreneurial opportunities.
The initiative was formally inaugurated in Shillong at Lady Keane College, drawing participation from over 500 students and local influencers. The launch event featured curated engagements such as beauty masterclasses, skincare workshops, creator auditions, and product demonstrations, delivered via Oriflame’s mobile Beauty and Wellness Partner Truck.
Strategic Market Expansion
The campaign reflects Oriflame’s broader strategy to deepen its footprint in emerging regional markets by leveraging influencer-led engagement and direct-to-consumer outreach. The Northeast, with its growing base of digital creators and underserved consumer segments, presents a significant opportunity for brands seeking authentic, community-driven connections.
The Yatra will traverse key cities including Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Darjeeling, Siliguri, and Durgapur, before culminating in Kolkata on May 10, 2026, at the WhosNext Regional Influencer Awards.
Talent Discovery and Platform Building
At the core of the campaign is #WhosthatNEStar, an open talent discovery platform designed to identify and nurture emerging creators across categories such as beauty, fashion, lifestyle, food, travel, and entertainment. Shortlisted participants from each city will gain exposure to brands, media, and industry stakeholders, with top performers advancing to the regional finale.
Industry observers note that such initiatives are increasingly becoming key pipelines for influencer marketing, enabling brands to build hyperlocal content ecosystems while offering monetisation pathways for creators.
Leadership Insights
Sanjay Kumar, Vice President – Marketing, Operations, Product & Partnerships at Whosthat360, highlighted the strategic importance of the region.
“The Northeast has always been a rich source of culture and talent. Through this Yatra, we aim to create a structured platform where authentic voices can gain visibility and translate that into tangible opportunities,” he said.
Abhishek Chakraborty, Head of Brand, PR & Digital at Oriflame India, emphasized the company’s focus on inclusive growth.
“This initiative enables us to directly engage with communities, particularly women, and provide pathways for entrepreneurship and flexible income generation through our social selling model,” he stated.
Business Implications
The Northeast Influencer Yatra underscores a growing convergence between beauty retail, digital content, and micro-entrepreneurship. By combining on-ground activations with influencer-led amplification, the campaign is positioned to strengthen brand recall, expand distribution networks, and accelerate user acquisition in Tier II and Tier III markets.
For Oriflame, the initiative aligns with its long-term objective of scaling its beauty entrepreneur network in India, while for Whosthat360, it reinforces its positioning as a key enabler within India’s evolving creator ecosystem.
As the Yatra progresses across the region, it is expected to unlock new opportunities for collaboration, talent discovery, and localized brand engagement—further integrating the Northeast into India’s mainstream digital economy.
