The Healthy Binge has launched its first brand film, ‘Taste Ka Naya Language’, built around the idea of using the instinctive “Umm” reaction to food as a universal expression of taste.
Created by tmrw Factory by Wit & Chai Group, the film follows a young man on his way to a job interview who finds people around him communicating largely through different versions of “Umm”. The device is introduced through interactions with his mother, a fellow snacker and people at his workplace, including the lift, reception and interview room.
The film reaches its central reveal when the protagonist asks, “Yeh kya ho raha hai?” and is offered a bite of The Healthy Binge. After tasting it, he responds with an “Umm”, establishing that the unusual language running through the film is a reference to the reaction to good taste.
The campaign marks the brand's first brand film and shifts its communication towards taste, alongside its existing better-for-you positioning. The Healthy Binge was founded in Pune in 2021 by cousins Pranav Korke and Karan Korke, with its portfolio spanning baked chips, cookies and namkeen mixes. Its products use ingredients including jowar, ragi, amaranth, chickpeas and quinoa, and include baked, palm-oil-free and gluten-free offerings.
Karan Korke, Co-founder & CMO, The Healthy Binge, said, “At The Healthy Binge, our belief has always been that choosing healthiershould never mean compromising on taste. For our first brand film, we wanted to express this belief through a simple human truth that could transcend language and geography. ‘Umm’ is an instinctive response to something that tastes genuinely good, and that made it the perfect foundation for the campaign. With ‘Taste Ka Naya Language’, we are introducing a distinctive brand thought that captures our ambition to make better-for-you snacking as desirable and enjoyable as any indulgent alternative.”
According to the brand, the campaign was developed to move away from category communication centred primarily on health, nutrition and guilt-free consumption. Instead, the film uses humour and an unusual narrative format to place the taste experience at the centre of the communication.
Prithviraj Mali, Creative Producer, tmrw Factory by Wit & Chai Group, said, “At Wit & Chai, we love finding unexpected ways to make a brand thought come alive. With The Healthy Binge, ‘Taste Ka Naya Language’ became exactly that - a humorous world where one ‘ummm’ says it all. The film plays on a simple insight and takes it to an absurd, entertaining place, while letting the product deliver the punchline. And having Pranav, The Healthy Binge’s Co-founder, jump into the film made it even more fun.”
Pranav Korke, Co-founder & CEO, The Healthy Binge, said, “When we started The Healthy Binge, we set out to build a brand that people would choose for how it tastes, not just for what's in it. That belief has always lived in the product — now, our first brand campaign gives us a way to spread it at scale, taking a conversation, we've had one consumer at a time and bringing it to many more, in a language everyone already understands. 'Taste Ka Naya Language' isn't just a campaign line for us; it's a promise we're making to every consumer who's ever had to choose between health and taste.”
Following its appearance on Season 2 of Shark Tank India, the brand has expanded across digital commerce, quick commerce, premium retail and corporate wellness. It also exports to markets including the USA, Canada, Dubai, Qatar, Singapore and Mauritius.
With ‘Taste Ka Naya Language’, The Healthy Binge is using its first brand film to establish a communication territory around the relationship between taste and better-for-you snacking, with “Umm” serving as the campaign's central creative device.
