The Healthy Binge has launched its first brand film, ‘Taste Ka Naya Language’, built around a simple observation: when people eat something they really enjoy, they often react with a sound before finding the words to describe it. The campaign turns that instinctive response into a fictional language where Umm becomes a universal expression of taste.
Created with tmrw Factory by Wit & Chai Group, the film follows a young man heading to a job interview who notices that the people around him have stopped communicating as usual. His mother, people at a snack break and employees at his workplace all respond using different tones of Umm.
The idea becomes clear when he finally tastes a snack from The Healthy Binge and responds with the same Umm. The film uses the moment to establish its central thought that good taste can create a reaction that does not depend on language.
The campaign moves away from the usual communication around healthy snacking, which often focuses on nutrition, ingredients or guilt-free eating. Instead, it puts taste at the centre and uses humour to address the idea that consumers should not have to choose between better ingredients and enjoyable food.
The brand’s portfolio includes baked, palm oil-free and gluten-free snacks made with ingredients such as jowar, ragi, amaranth, chickpeas and quinoa. Its products span baked chips, cookies and namkeen mixes, with flavours including Quinoa Smokey Barbeque Chips, Moringa Jowar Chips and Ragi Chatpata Chat Chips.
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Speaking about the campaign, 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.”
He further added, “‘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.”
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, elaborated, ” 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.”
