Oriflame India has invited agency pitches for two mandates: an integrated digital growth, AI and marketing transformation agency, and a specialist brand experience and activation agency.

The Swedish beauty and wellbeing brand said the mandates will be evaluated separately, with a focus on measurable business outcomes and return on investment.

Oriflame aims to make India its largest global market by 2030, contributing 25% of its global revenue and adding 10 lakh Brand Partners. 

The proposed agency partnerships are intended to support Brand Partner recruitment, activation, reactivation and sales growth.

The digital mandate will cover the brand’s broader digital ecosystem, including search visibility across traditional and AI-powered platforms through answer engine optimisation (AEO) and generative engine optimisation (GEO), performance marketing, CRM, marketing automation and data-led consumer engagement. 

The agency will also be expected to develop content across social media, creators, user-generated content, short-form video and regional platforms, while exploring agentic AI and automation to improve marketing efficiency.

The brand activation mandate will cover experiential marketing, product launches, sampling, consumer education, community engagement and guerrilla marketing. The appointed agency will be expected to execute pan-India activations that connect offline experiences with digital journeys, lead generation and sales.

Agencies can pitch for either or both mandates. However, proposals, teams, commercials and selection processes will remain separate. Both partners will be assessed on performance metrics, reporting and measurement frameworks.

The deadline for submissions is 30 November 2026, with onboarding expected to begin in February 2027.