Mumbai: Hindalco’s flagship food packaging brand, Freshwrapp, has unveiled a compelling new campaign titled “Bacteria Ki Entry Ko Rokey”, in collaboration with celebrated chef and author Vikas Khanna. Aimed at promoting safer and more hygienic food storage practices, the campaign introduces the Freshlock Shield, a breakthrough innovation that “restricts bacteria’s entry to food,” positioning Freshwrapp aluminium foil as a superior, science-backed alternative to traditional methods like cloth, newspaper, or tissue paper.
Speaking on the collaboration, Chef Vikas Khanna said, “Food is one of the purest expressions of love in every Indian home—but how we store that food is often taken for granted. I’ve used aluminium foil often as it’s hygienic, dependable and easy to use. Freshwrapp, in particular, has always stood out for me and with this campaign, we’re encouraging families to adopt smarter, safer kitchen habits.”
As the category leader in aluminium foil, Freshwrapp is driving a vital shift in kitchen behavior by raising awareness about the risks posed by traditional food storage practices—especially in India’s warm climate, where moisture retention from cloth and paper can encourage bacterial growth. Independent testing by NABL-approved laboratories has shown that Freshwrapp foil resists bacteria penetration for up to 36 hours (11 micron) and 48 hours (18 micron), even against common pathogens like E. coli, Salmonella, Staphylococcus aureus, and Candida. Consumer trials further revealed a strong willingness to switch when non-users experienced the benefits firsthand.
Nilesh Koul, Senior President & CEO – Downstream Aluminium Business, Hindalco Industries Ltd., commented, “At Hindalco, our vision of ‘Engineering Better Futures’ is not just about materials—it’s about enabling safer, healthier everyday choices for families. Through Freshwrapp, we’re helping engineer a better future, one kitchen at a time. With this campaign, we’re not just showcasing the freshness and hygiene benefits of aluminium foil; we’re encouraging families to rethink old habits. It’s about making informed, healthier choices in the kitchen.”
At the center of the campaign is the Freshlock Shield, which not only preserves moisture, aroma, and flavor but also acts as a barrier against harmful bacteria. The campaign film—developed by Network Advertising—cleverly illustrates this message through a humorous visual of a bacteria couple on a dinner date, who are blocked at the door by Freshwrapp’s invisible protection.
The film blends wit with emotional impact, thanks to Chef Vikas Khanna’s evocative storytelling, making a vital hygiene message both engaging and memorable. His presence helps elevate Freshwrapp from a utilitarian product to a symbol of care and thoughtful parenting.
Freshwrapp foil, ISI-certified and widely versatile, is ideal for wrapping, storing, cooking, freezing, and even serving. Consumer feedback highlights its effectiveness in retaining freshness and ease of use—especially in comparison to traditional materials that often leave food soggy and vulnerable to spoilage. While not reusable or absorbent, users consistently rated Freshwrapp high on hygiene and convenience.
In consumer trials, mothers in particular expressed trust in the product. One participant noted, “When I pack my child’s lunch in Freshwrapp, I know I’m sending both food and protection.”
With this campaign, Freshwrapp continues to lead the aluminium foil category, reinforcing its status as a trusted household name while redefining its role as an essential part of a health-conscious kitchen. Serving over 1.2 million households monthly and honored as a ‘Superbrand’ for three consecutive years, Freshwrapp is helping Indian families embrace freshness, safety, and modern food storage—one wrap at a time.
