The Healthy Binge has launched its first-ever brand film, ‘Taste Ka Naya Language’, using humour and an instantly recognisable expression, “Umm”, to communicate its belief that healthier snacking should never come at the cost of taste.
At the centre of the campaign is a simple consumer insight: when something tastes really good, sometimes there are no words needed. There is just an instinctive “Ummm.”
Created in collaboration with tmrw Factory by Wit & Chai Group, the film takes this idea and turns it into a humorous narrative. It follows a young man heading for a job interview who starts noticing that everyone around him seems to be communicating through different versions of “Umm.” From his mother at home to people at the office, the unusual expression appears everywhere.
As his confusion grows, he finally asks, “Yeh kya ho raha hai?” The answer comes when he takes a bite of The Healthy Binge and instinctively responds with an “Umm” himself, revealing the campaign’s central idea: this is “Taste Ka Naya Language.”
Taste Takes Centre Stage
The campaign uses “Umm” as a distinctive creative device to highlight The Healthy Binge’s focus on taste. Rather than positioning better-for-you snacking only through nutritional benefits, the brand puts flavour and enjoyment at the centre of its communication.
The Healthy Binge’s portfolio includes baked chips, cookies and namkeen mixes, with products made using ingredients such as jowar, ragi, amaranth, chickpeas and quinoa. The brand highlights attributes including baked preparation, no palm oil, and gluten-free options across its portfolio.
Making Healthier Snacking More Desirable
Commenting on the campaign, Karan Korke, Co-founder & CMO of The Healthy Binge, said, “At The Healthy Binge, our belief has always been that choosing healthier should never mean compromising on taste.” He added that “Umm” provided a simple and universal foundation for communicating the brand’s belief that better-for-you snacking can be as enjoyable as indulgent alternatives.
Prithviraj Mali, Creative Producer, tmrw Factory by Wit & Chai Group, said the campaign builds on a simple insight and takes it into an exaggerated, entertaining world, with the product ultimately delivering the punchline.
From a Brand Thought to a Consumer Promise
For Pranav Korke, Co-founder & CEO of The Healthy Binge, the campaign allows the brand to take its existing consumer proposition to a wider audience. The brand’s ambition is to be chosen for how its products taste, rather than only for what goes into them.
Founded in Pune in 2021, The Healthy Binge has grown its presence across digital commerce, quick commerce, premium retail, corporate wellness, and international markets. The brand’s journey also includes an appearance on Shark Tank India.
With ‘Taste Ka Naya Language’, The Healthy Binge gives consumers a simple way to express what its products are designed to deliver: a satisfying crunch, flavour-packed bites, and the kind of taste that makes an “Ummm” come naturally.