Shillong: The hills of Shillong came alive with energy and anticipation on Thursday as the Oriflame Presents Whosthat360 Northeast Influencer Yatra officially kicked off at Lady Keane College, marking the beginning of a unique 13-city journey dedicated to discovering and empowering talent across Northeast India.
More than 500 students and local influencers turned up for the inaugural event, filling the campus with excitement. The day featured lively beauty masterclasses, practical skincare workshops, open creator auditions, and direct interactions with Oriflame’s premium beauty and wellness products, all facilitated through the brand’s dedicated Beauty and Wellness Partner Truck.
This campaign stands out as India’s largest regional influencer initiative focused on the Northeast. After Shillong, the Yatra will move through Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Darjeeling, Siliguri, and Durgapur, before reaching its grand finale at the WhosNext Regional Influencer Awards in Kolkata on May 10, 2026.
Central to the entire journey is #WhosthatNEStar, an open talent platform inviting singers, dancers, comedians, spoken-word artists, and aspiring content creators to showcase their skills. Outstanding performers from each stop will be shortlisted, with the top talent earning a coveted spot to perform at the Kolkata finale, where more than 200 leading digital creators, brand partners, and media representatives are expected to converge.
Sanjay Kumar, Vice President – Marketing, Operations, Product & Partnerships at Oriflame, shared his thoughts on the campaign’s deeper purpose.
“The Northeast has always been a treasure trove of stories, talent, and culture — one that the rest of India is only now beginning to truly discover,” Kumar said. “Through the Northeast Yatra, we are not just travelling across the region; we are creating a platform where authentic voices gain meaningful visibility, leading to real opportunities. Oriflame’s shared belief in empowerment makes this partnership both natural and impactful.”
Abhishek Chakraborty, Head of Brand, PR & Digital at Oriflame India, emphasised the focus on community and opportunity.
“At Oriflame, we believe in empowering individuals to create their own path,” Chakraborty stated. “This collaboration with Whosthat360 allows us to connect directly with communities — especially women — offering them opportunities to explore entrepreneurship and flexible income through high-quality products. The Northeast Yatra is a significant step in making our vision more accessible and impactful.”
Whosthat360 has established itself as India’s fastest-growing influencer content platform, known for spotlighting the creator economy through major initiatives like the WhosNext Influencer Awards and the National Talent Hunt. Its partnership with Oriflame brings professional beauty expertise together with grassroots talent development.
Oriflame, founded in 1967 in Sweden, is a leading global beauty and wellbeing company operating in over 60 markets. It offers a wide range of skincare, cosmetics, fragrances, personal care, and nutritional products. Through its innovative social selling model, the company has empowered over 3 million Beauty Entrepreneurs worldwide, promoting flexible micro-entrepreneurship.
The brand has earned recognition as a European Climate Leader by the Financial Times and Statista for five consecutive years, underlining its strong commitment to sustainability. In India, Oriflame continues to support women’s financial independence and holistic wellbeing — values that resonate deeply with the goals of this Northeast campaign.
For the young participants in Shillong, the launch event offered more than just workshops and product trials. It provided a rare platform to learn new skills, interact with national-level brands, and explore pathways into content creation and beauty entrepreneurship.
As the Yatra prepares to roll into the next cities, it carries the spirit of discovery and inclusion. By focusing on local talent and providing concrete opportunities, the initiative is helping bring Northeast India’s vibrant creative community into the national conversation.
The coming weeks promise many inspiring stories as #WhosthatNEStar uncovers fresh voices from across the region, making this Yatra not just an event series, but a meaningful movement of empowerment and opportunity.