Oriflame India hunts agencies to hit 25% global revenue goal

Oriflame India has put two agency mandates in play as it pushes to make India its largest global market. It is inviting pitches separately for an integrated digital growth, AI and marketing transformation agency and for a brand experience and activation agency.

The two exercises will be evaluated independently. Agencies can pitch either or both, but Oriflame expects separate proposals, teams, commercials and selection processes for each. The common test is measurable business outcomes and return on investment.

01 · What each mandate covers

• Digital growth and AI: search visibility across traditional and AI-powered platforms, performance marketing, CRM, marketing automation and data-led consumer engagement. It also spans social content, creators, user-generated content, short-form video and regional platforms.
• Brand experience and activation: experiential marketing, product launches, sampling, consumer education, community engagement and guerrilla marketing, with pan-India activations that connect offline experiences to digital journeys, lead generation and sales.

The digital agency will also be expected to use emerging technologies, agentic AI and automation to improve marketing efficiency and campaign performance. The activation agency is expected to plan pan-India work that connects offline experiences with digital journeys, lead generation and sales.

02 · Why the brief is bigger than a pitch

Oriflame’s stated ambition is to make India its largest global market by 2030, contributing 25% of global revenue and adding 10 lakh Brand Partners. The chosen agencies are expected to support Brand Partner recruitment, activation, reactivation and sales growth. That shifts the evaluation from craft alone to a harder commercial marker: can the work move recruitment and sales numbers.

03 · How agencies should read the window

Interested agencies have until November 30, 2026, to submit credentials, case studies and a proposed approach. Onboarding is expected to begin in February 2027, giving teams a clear runway to plan.

For agency leaders, the structure is the message. Oriflame is deliberately separating digital transformation from brand activation, even though the two must ultimately connect. A single integrated deck is unlikely to fit either scorecard; agencies that pitch both should build distinct value cases, KPI models and delivery teams for each.

The brief also names specific levers: AI-powered search, agentic AI and automation on the digital side; experiential, sampling and guerrilla marketing on the activation side. The likely winners will be agencies that can show technology and experience driving a measured sales outcome rather than isolated campaigns.

Source: Afaqs!

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.