SilverPush acquires recipe-sharing platform, BetterButter

This foray into the media content space aims to strengthen the advertising business of SilverPush by providing a deeper penetration within the advertising value chain

e4m by exchange4media Staff
Updated: Sep 18, 2019 4:30 PM
SilverPush BetterButter

Singapore-based marketing technology company Silverpush announced that it has acquired BetterButter, India’s largest recipe-sharing platform. This investment will strengthen the advertising business of SilverPush by providing a deeper penetration within the advertising value chain. Contextual video advertising prowess of SilverPush coupled with millions of recipes on BetterButter will give more opportunities to FMCG brands to effectively engage with their audiences.

“At SilverPush, we’ve already developed strong demand-side credentials, however strengthening our contextual proposition for brands requires us to build our supply-side efforts to provide more engaging content that resonate with their audiences,” said Hitesh Chawla, CEO, SilverPush. “BetterButter’s repository of thousands of videos will allow us to offer better and more strategic contextual opportunities for FMCG clients. By integrating the platform, we can now optimize marketing effectiveness for these companies and help them engage with their audience more directly and in real-time.”

BetterButter is an online recipe-sharing platform designed to make home-style recipes accessible to aspiring cooks, while also providing a platform for homemakers to showcase their own recipes and videos of their favourite dishes. With the platform’s sharing concept, users are able to send their recipes and even create studio-quality cooking videos from the comfort of their homes using the BetterButter mobile app.

“Since starting out four years ago, BetterButter has become the go-to platform for homemakers to discover and share their favourite recipes. We have a phenomenal reach across 7 languages and the support of a very strong community,” said Niyaz Laiq, Co-Founder & CEO of BetterButter. “By aligning our synergies with SilverPush, we will be able to provide more solutions to brands for better audience engagement opportunities,” said Sukhmani Bedi, Co-Founder & COO of BetterButter.

Recipes are a key driver of engagement for India’s burgeoning online population – “food and drink” is the 2nd most searched category on Google by Indian women. Indians are also the world’s largest consumers of recipe content on YouTube. This has been accompanied by an explosion in demand for cooking content in regional languages. With the acquisition of BetterButter, users will have more opportunities to engage with the community and create, cook & share the recipes.

To date, BetterButter has over 150,000 recipes, 750,000 app downloads and approximately 1 million monthly active users across platforms. They have also worked with several major brands such as PepsiCo, Dabur, Nestle, Hershey’s, Veeba and Creambell, among others. Since its founding in 2015, the company has been supported by a variety of investors such as Delhi-based Growx Ventures and Singapore-based M&S Partners.

SilverPush is a marketing technology company which has helped brands to maximise their audience engagement via contextual video advertising. With roots in India and headquartered in Singapore, the company has a global footprint with offices across Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Japan, Dubai, Egypt, Tanzania, Nigeria and South Africa.

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