MUMBAI: Yahoo! India and Mediacom (P&G‘s media agency) have announced the launch of a custom branded content and entertainment site for Proctor & Gamble (P&G) named Style Factor.

The new site is inspired by â€?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. It is available on Yahoo! India Lifestyle.

The site offers locally produced content, hosted by model and actor Nauheed Cyrusi. 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 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 video series will integrate P&G products through localised and thematic storytelling.

According to MediaCom India managing partner Hemen Desai, by creating customised content, P&G aims to go deeper and draw insights into how consumers engage with their brands online.

P&G India country media manager Archana Aggarwal said, "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."

Yahoo! India senior director and head of sales Vishal Maheswari said, "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."