Freshwrapp, the aluminium foil brand from Hindalco Industries, has launched a national campaign titled 'Bacteria ki Entry ko Rokey', in collaboration with chef and author Vikas Khanna. The campaign highlights the role of Freshwrapp’s ‘Freshlock Shield’ in reducing bacterial contamination and preserving food hygiene in Indian kitchens.
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.”
The brand is promoting aluminium foil as an alternative to traditional food storage materials such as cloth, newspaper and tissue paper, which can retain moisture and enable bacterial growth in warm climates. According to testing by NABL-approved laboratories, Freshwrapp’s aluminium foil resists bacterial penetration for up to 36 hours (11 micron) and up to 48 hours (18 micron). The tests included common pathogens such as E. coli, Salmonella, Staphylococcus aureus and Candida. Trials also showed that exposure to the product increased non-user willingness to switch.
Nilesh Koul, Senior President & CEO – Downstream Aluminium Business, Hindalco Industries Ltd, said, “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.”
The campaign’s central theme is the Freshlock Shield, which is designed to retain the moisture, aroma and flavour of food while limiting bacterial exposure. The campaign film portrays bacteria as an unwelcome couple attempting to enter a dinner setting, only to be stopped by Freshwrapp foil.
The concept was developed by the Hindalco Marketing team and produced by Network Advertising. It aims to translate scientific findings into a relatable context for everyday use. Chef Vikas Khanna’s presence is intended to add trust and familiarity to the campaign’s message.
Freshwrapp’s foil is ISI-certified and intended for wrapping, storing, cooking, freezing and serving. Consumer trials indicated that users found the product convenient, effective at retaining freshness, and preferable to cloth or paper. While aluminium foil is not reusable and does not absorb oil, it was rated highly by users for hygiene and ease of use.
Caregivers, particularly mothers, rated the product positively in trials. One participant said, “When I pack my child’s lunch in Freshwrapp, I know I’m sending both food and protection.”
Freshwrapp is used in over 1.2 million households monthly and has been recognised as a ‘Superbrand’ for three consecutive years. The campaign positions Freshwrapp as a tool for food safety and daily health awareness in Indian homes.
