Shillong, April 7: The Oriflame Presents Whosthat360 Northeast Influencer Yatra was officially launched in Shillong on Tuesday, marking the beginning of India’s largest regional influencer and beauty campaign across the Northeast. The 13-city journey aims to empower creators, students, and women, culminating in a grand finale at the WhosNext Regional Influencer Awards in Kolkata on May 10.
The opening event was held at Lady Keane College, where more than 500 students and local influencers took part in a series of interactive sessions. Activities included live beauty masterclasses, skincare workshops, creator auditions, and immersive product experiences, all facilitated by Oriflame Sweden’s Beauty and Wellness Partner Truck.
The Northeast Influencer Yatra is designed as a platform to nurture emerging talent across multiple domains such as beauty, fashion, food, travel, wellness, and lifestyle. Following its launch in Shillong, the campaign will travel to Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Darjeeling, Siliguri, and Durgapur before concluding in Kolkata.
A key highlight of the initiative is the introduction of #WhosthatNEStar, an open talent platform inviting singers, dancers, comedians, spoken word artists, and digital creators to showcase their skills. Top performers from each city will be shortlisted, with the final winner earning a place at the prestigious WhosNext Regional Influencer Awards. The finale is expected to bring together over 200 leading digital creators, brand partners, and media representatives from across the region.
Speaking on the initiative, Sanjay Kumar, Vice President – Marketing, Operations, Product & Partnerships, said the Northeast holds immense untapped potential. He noted that the Yatra aims to amplify authentic voices and create meaningful opportunities for emerging creators.
Abhishek Chakraborty, Head of Brand, PR & Digital at Oriflame India, emphasized the brand’s commitment to empowerment, particularly for women. He said the collaboration seeks to connect with communities directly and provide avenues for entrepreneurship and flexible income through Oriflame’s product offerings.
The campaign is expected to strengthen the region’s growing digital creator ecosystem while offering a platform for talent to gain national recognition.
