Inside the Oriflame x Whosthat360 North East Yatra: A 13-City Creator Journey

The North East Yatra, an initiative powered by whosthat360 in partnership with Oriflame, is more than just a journey; it is a cultural, creative, and beauty-driven movement designed to spotlight the vibrance of India's Northeast. Spanning 13 cities and celebrating 200+ cultures, this yatra merges storytelling, influencer engagement, and on-ground activations to create a truly immersive experience.

A Journey Rooted in Culture & Community:

The Yatra travels through iconic locations such as Agartala, Shillong, Aizawl, Dimapur, Kohima, Guwahati, Darjeeling, Siliguri, and Kolkata, capturing real stories, beauty rituals, and regional voices. Every city adds a new chapter, and every creator adds a new lens to view the region's diversity.

The Northeast, rich in indigenous beauty traditions, thriving youth culture, and untapped creator communities, sets the perfect backdrop for a project that celebrates authenticity. The Yatra aims to inspire millennials and Gen Z to embrace wellness, self-care, and regional pride.

The Influencer Caravan: Where Beauty Meets Discovery:

At the heart of the Yatra is the Creator Caravan, a moving studio that documents beauty routines, cultural rituals, and local experiences. Alongside this is the “Beauty Partner” Truck, operated by Oriflame, offering:

• Skincare demos
• Product sampling
• Fragrance bars
• Community conversations
• Creator meet-and-greets

Colleges, malls, and public spaces across the Northeast come alive with makeup masterclasses, CTM (Cleanse-Tone-Moisturize) workshops, and interactive Q&A sessions.

A Content Powerhouse:

The Yatra is designed as a high-impact content engine, delivering:

• Reels, vlogs, and short-format videos
• Photo galleries & articles from every city
• Workshops and pop-ups capturing real-time engagement
• UGC (User Generated Content) from participants
• 15,000+ footfalls and 1,000+ product demos across events

This creates a digital footprint that not only boosts brand recall but also amplifies regional creator voices on a national stage.

Culmination: The Grand Finale

The journey concludes with the Regional Influencer Awards, a red-carpet celebration honouring the Northeast's top digital talents across 20+ categories. With Oriflame's product launches, performances, and luxury networking, the finale becomes a tribute to creativity, culture, and community.