The pact is a major coup for MTV, which claims the partnership is its "biggest deal in China so far".
The year-long alliance will see key P&G products, including Vidal Sassoon, Head & Shoulders, Whisper and Olay featured across MTV's properties such as MTV Style Awards, MTV Super Talent Search and MTV English.
MTV's 24-hour channel in China will also be lined with various P&G product exposures.
According to MTV Asia's China-based head of sales, Annie Lee, the partnership will span integrated marketing efforts across on-air, on-ground, online and syndication platforms.
"P&G is a big spender on television, but in China we provide not only (TV) spots but more along the lines of integrated sponsorships," said Lee.
P&G's relationship with MTV goes back three years, when the company's shampoo brand Pantene first supported MTV's Super Talent Search programme.
"P&G was the first to support this (show) to encourage young (consumers) to show off their talents. They had an on-air, regional segment for the talent search, which helped P&G go into campuses and recruit (talent) in 2001," said Lee.
She added that the talent search also gave P&G the platform to prop up its brand in universities and offer students product samples.
While Pantene went on to become the title sponsor for the talent show in 2002 with P&G body soap brand Zest as a co-sponsor, its hair care brand Vidal Sassoon signed up with the music channel as co-sponsor for the inaugural MTV Fashion Awards in 2002.
She added that through its various programmes, the music network was able to match P&G's target demographic with its viewer profile.
"P&G has tons of brands and MTV targets the 18 to 35 segment, with 18 to 25 year olds making up the core. These are the demographics P&G is looking for and we are offering different approaches to the audience," she said.
"Vidal Sassoon, compared to, say, Head & Shoulders - sponsor of the Super Talent Search and which targets younger consumers, aged 15 to 24 - is targeted at a more stylish, mature type of person who is metropolitan. Head & Shoulders is for the young, who want to show their energy and confidence so the talent search worked for them," said Lee.
"(Pantene's target profile) can be seen by looking at the (product's) packaging - it highlights the key fashion capitals of New York, London and LA. P&G also wanted to show that Shanghai is a modern city, so they sponsor the style awards, which take place in a very sophisticated venue. It was a natural link for the brand and the programme."
Olay, meanwhile, will provide beauty tips during the show, with Whisper as a brand sponsor for programmes.
