Mumbai, 21st August 2026: The Healthy Binge, the modern Indian better-for-you snacking brand, has launched its first-ever brand film, ‘Taste Ka Naya Language’, built around a simple yet universal human insight: when something tastes genuinely good, the first response is often not a description, but a sound. The campaign transforms that instinctive reaction into a distinctive brand idea, imagining a world where “Umm” becomes the language of taste.
Created in collaboration with creative agency tmrw Factory by Wit & Chai Group, the film follows a young man on his way to a job interview who gradually discovers that something unusual has happened around him. His mother responds to his questions with an “Umm”, a mother and son sharing a snack communicate through the same expression, and conversations at the office – from the lift to the reception desk and eventually the interview room – appear to have been reduced to different tones and inflections of the same sound. As his confusion builds, he finally asks, “Yeh kya ho raha hai?” The answer comes in the form of a bite of The Healthy Binge. As he tastes it and instinctively responds with an “Umm”, the idea becomes clear: the language everyone has been speaking is the language of taste.
YouTube Link to the campaign: https://www.youtube.com/watch?v=EatqB-UFpCw
The campaign builds on the insight that the most authentic expression of great taste is often universal and instinctive. Irrespective of language, age, geography or culture, the experience of eating something genuinely delicious can elicit the same immediate response. By turning “Umm” into a fictional language, the film amplifies this everyday human behaviour into a memorable creative device while establishing a distinctive verbal property for the brand.
The campaign’s central proposition, ‘Taste Ka Naya Language’, reflects The Healthy Binge’s larger brand philosophy of challenging the traditional trade-off between health and taste. The brand has been built around the belief that better-for-you snacking should not require consumers to compromise on flavour, enjoyment or familiarity. Through its portfolio of baked, palm-oil-free and gluten-free snacks made with ingredients such as jowar, ragi, amaranth, chickpeas and quinoa, The Healthy Binge combines functional nutrition with bold Indian-inspired flavours.
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. ‘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.”
The creative idea was developed to give the brand a distinctive voice within an increasingly crowded better-for-you snacking category. Rather than relying on conventional category codes around health, nutrition or guilt-free consumption, the campaign places taste and the emotional experience of eating at the centre of the narrative. The result is a film that uses humour and an unexpected narrative construct while retaining a clear product and brand connection.
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.”
Founded in Pune in 2021 by cousins and young fathers Pranav Korke and Karan Korke, The Healthy Binge was created in response to the limited availability of snacks that could combine nutrition, accessibility and taste. The brand has since developed a portfolio spanning baked chips, cookies and namkeen mixes, with products such as Quinoa Smokey Barbeque Chips, Moringa Jowar Chips, Ragi Chatpata Chat Chips, Ragi Cajun Spice Chips, Baked Namkeen Mix and Chickpea BBQ Triangles.
Following its appearance on Season 2 of Shark Tank India, The Healthy Binge has expanded its presence across digital commerce, quick commerce, premium retail, corporate wellness and international markets. Its products are available through its D2C platform, leading quick-commerce and e-commerce platforms, as well as premium retail outlets across key Indian markets. The brand also exports to markets including the USA, Canada, Dubai, Qatar, Singapore and Mauritius and has established a presence within the workplaces of organisations including Google, Meta, Amazon, Netflix and JP Morgan.
With ‘Taste Ka Naya Language’, The Healthy Binge takes its proposition beyond the conventional vocabulary of healthy snacking, creating a simple and recognisable expression for the experience it wants its consumers to associate with the brand. In a category where health has traditionally dominated the conversation, the campaign makes a clear case for another equally important consideration: when better-for-you food tastes this good, there is only one thing left to say—“Umm.”
