Yahoo! partners with MediaCom to launch 'Style Factor' for P&G India
Yahoo! India and Mediacom today announced the launch of Style Factor, a custom branded content and entertainment site for Procter & Gamble (P&G). Inspired by ‘The Thread’ on Yahoo! Shine developed for P&G in the USA, Style Factor will bring the latest celebrity news and information on fashion, skincare, hair care and makeup to users in India. Style Factor is available on Yahoo! India Lifestyle.
Leveraging the trending topics relating to leisure and entertainment content, Style Factor offers locally produced content, hosted by model and actor Nauheed Cyrusi** , with a dedicated editorial team supporting the production of local news online. Yahoo! will draw from a range of syndicated and original editorial material that will be rotated each month according to the P&G brand featured. The site is a showcase for leading P&G brands in India including Pantene, Whisper, Ariel, Oral B, Olay and Head & Shoulders.
Video entertainment will be an integral part of Style Factor. Developed by Yahoo!, the premium video series will integrate P&G products through localized and thematic storytelling.
According to Archana Aggarwal, Country Media Manager, P&G India, “Style Factor is a site for a digitally savvy woman who is smart and discerning about engaging with brands online. In keeping with P&G’s vision of touching more consumers’ lives more completely, this partnership with Yahoo! has shown how custom branded content will help us to engage with our consumers and create meaningful conversations around our brands.”
Vishal Maheswari, Senior Director & Head of Sales, Yahoo! India said, “Today, the new-age Indian woman is turning to the Internet to discover international fashion trends, beauty, personal care, grooming and home-making tips. The timing is just right to bring in Style Factor to India, in partnership with P&G to offer the audience an essential guide to celebrity trends and star style. We are happy to strengthen our global relationship with P&G in India to offer the brand the right kind of audience and editorial strength required to launch the branded entertainment experience to connect with relevant consumers.”
According to Hemen Desai, Managing Partner, MediaCom India, “Custom content experiences offer unparalleled opportunities for marketers to engage with users in a more meaningful way, thus generating better business results for brands. Indian audiences are passionate about fashion, beauty and lifestyle oriented content. By creating customized content, P&G aims to go deeper and draw insights into how consumers engage with their brands online. We envision this to be a long term partnership with Yahoo!.”