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Custom branded content is the way to go: P&G India

02-November-2012
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Custom branded content is the way to go: P&G India

Proctor & Gamble (P&G) has launched Style Factor, a custom branded content and entertainment site. It has partnered with Yahoo! India and Mediacom for this initiative.

Style Factor aims to bring the latest celebrity news and information on fashion, skincare, hair care and make-up to users in India using interactive methods to increase the brand’s engagement quotient. Style Factor is available on Yahoo! India Lifestyle.

“Today’s woman not only knows what she wants but she also aspires to be a leader in her peer group. There are eight million women online in India today; they comprise 32 percent of the internet population. P&G is definitely investing in the digital domain. We want to reach out and talk to these new-age technology-savvy women,” said Archana Aggarwal, Country Media Manager, P&G India.
 
P & G has a global partnership with Yahoo! for a similar forum in USA known as ‘The Thread’, which has been running successfully for four years now. Ariel, Olay, Pantene, Whisper, Oral B, and Head & Shoulders are the six brands that will be showcased on this forum in India.

Leveraging trending topics relating to leisure and entertainment content, Style Factor to offer locally produced content. It is 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. The forum also includes a Facebook app to drive referral traffic.
 
“India is the ninth most cluttered market in the world. Advertising is getting more intrusive, resulting in consumers who are blocking out messages. Custom branded content gives you the advantage of low avoidance since advertising is integrated and part of the content. It helps in giving a right context to the content and actually compliments the behaviour of consumers who are active on the digital domain,” commented Hemen Desai, Managing Partner, MediaCom India.

P&G first launched this in the Indonesian market with Yahoo and MediaCom; encouraged with the response in Indonesia, the brand launched Style Factor in India.   

“The success and learnings from Indonesia gave us a feeling that there is some merit in the initiative. There are women who are looking for content online, so how do you to talk to these consumers in an interactive manner? We talk to them regularly through advertising but engagement and interaction was what we were looking for. We wanted a platform which would allow us to give relevant information,” added Aggarwal.

Would this initiative affect other partnerships for Yahoo! India given other FMCG advertisers on the portal? “No brand would like to replicate this initiative after P&G has pioneered it,” said Vishal Maheshwari, Senior Director and Head of Sales, Yahoo! India. “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,” added Maheshwari.

P&G India is quite clear on its positioning and messaging via this initiative will be extremely subtle without the slightest hint of hard selling. The brand has three clear objectives – to increase brand recall, improve intent of purchase and brand equity.

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