Oriflame has announced a month-long ‘North-East Yatra’ in collaboration with Whosthat360, aimed at promoting its social selling model through on-ground engagement across 13 cities. The initiative reflects a growing focus on experiential marketing and decentralised outreach to tap emerging markets.
The yatra, beginning April 7, is designed to combine product experiences with business opportunity awareness, targeting college students and young consumers exploring alternative income streams. By positioning social selling as a low-barrier entry into entrepreneurship, Oriflame is aligning its messaging with shifting attitudes towards flexible work and financial independence.
The campaign rollout follows a structured city-by-city route, starting at Lady Keane College in Shillong on April 7, followed by MBB College in Agartala on April 9 and Millennium Centre in Aizawl on April 12. It will then move to Dimapur on April 15 and Kohima on April 17, before covering Assam with stops at Guwahati College on April 21, Nagaon College on April 23 and Sohum Mall in Dibrugarh on April 25. The yatra will continue to Rajiv Gandhi University in Itanagar on April 27, followed by City Centre Mall in Siliguri on May 5 and Junction Mall in Durgapur on May 7, concluding in Kolkata with activations at South City Mall on May 9 and a closing event on May 10.
The initiative adopts a high-engagement, on-ground format, prioritising participation over passive consumption. The experience includes product trials, skincare sessions and interactive consultations conducted across campuses, malls and public spaces. This approach enables direct brand interaction while simultaneously introducing the business model in a practical, accessible manner.
Edyta Kurek, senior vice president and head of India and Indonesia at Oriflame, said, “India is seeing a clear shift in how young people think about work and income. There is a strong appetite for flexibility and ownership. Through this yatra, we want to demonstrate how social selling can offer a practical starting point, where good products can translate into a meaningful business without the usual startup pressures.”
Abhishek Chakraborty, head of brand, PR & digital, added, “Markets like the Northeast are increasingly open to new formats of earning and self-expression. This initiative is about creating access, bringing opportunities closer to consumers, and building networks at a local level rather than expecting them to come to us.”
Alongside experiential touchpoints, the campaign introduces attendees to Oriflame’s ‘plug and play’ social selling model, highlighting its low entry barriers and scalability. The communication frames it as a viable option for students, first-time earners and young professionals seeking supplementary or primary income streams without significant upfront investment.
To further drive engagement, the yatra incorporates gamified elements, including on-ground contests where participants who spot the campaign vehicle and share entries can win curated beauty hampers daily. This mechanic is designed to extend reach and encourage user-generated content, amplifying visibility beyond physical locations.
The Northeast is positioned as a strategic growth market within the campaign, driven by its young demographic and increasing participation in digital ecosystems. Through sustained, localised engagement, Oriflame aims to build both consumer demand and a network of sellers in the region.
The initiative culminates in Kolkata on May 10, signalling the end of a phased outreach programme that combines experiential marketing, community building and entrepreneurial positioning. The campaign underscores Oriflame’s continued investment in direct selling models while adapting its communication to contemporary consumer aspirations.
