The Healthy Binge has launched its first brand film, ‘Taste Ka Naya Language,’ built on the idea that a simple sound like “Umm” can universally signal good taste. Created with tmrw Factory by Wit & Chai Group, the film follows a young man heading to a job interview who notices everyone around him – his mother, office colleagues – communicating through different tones of “Umm.” As his confusion grows, he asks, “Yeh kya ho raha hai?” before biting into a Healthy Binge snack and instinctively responding with an “Umm” of his own, revealing the joke: this is simply the language of taste.
Karan Korke, Co-founder & CMO, The Healthy Binge, said the brand’s belief has always been that choosing healthier shouldn’t mean compromising on taste, and “Umm” – an instinctive response to something that genuinely tastes good – became the natural foundation for the campaign.
Prithviraj Mali, creative producer at tmrw factory by Wit & Chai Group, said the idea was built to feel absurd and entertaining while letting the product deliver the punchline, adding that Co-founder Pranav Korke’s cameo in the film made it even more fun.
Pranav Korke, Co-founder & CEO, said the campaign takes a conversation the brand has had one consumer at a time and scales it through a language everyone already understands.
Founded in Pune in 2021 by cousins Pranav and Karan Korke, The Healthy Binge – known for baked, palm-oil-free, gluten-free snacks using jowar, ragi, amaranth and quinoa – has expanded across D2C, quick commerce, premium retail and international markets since its Shark Tank India appearance.
