Hindalco’s flagship food packaging brand, Freshwrapp, has launched a nationwide campaign titled “Bacteria ki Entry ko Rokey”, featuring celebrated chef and author Vikas Khanna. The campaign introduces the “Freshlock Shield which restricts bacteria’s entry to food”, a compelling promise of food protection, freshness, and hygiene, positioning Freshwrapp aluminium foil as a modern, science-backed alternative to traditional storage 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.”
Commenting on the campaign, 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”
At the heart of this campaign is Freshwrapp’s Freshlock Shield, a unique feature that preserves the moisture, aroma, and flavour of food while acting as a barrier against bacteria. The campaign film brings this benefit to life in a humorous yet eye-opening way by personifying bacteria as an unwelcome couple on a dinner date, only to be thwarted at the doorstep by Freshwrapp’s protective shield.
The film, created by Network Advertising, captures this message with warmth and wit, showing how something as simple as a foil wrap can make a meaningful difference in the health and wellbeing of families. Chef Vikas Khanna’s involvement brings emotional resonance, helping to make a vital hygiene message both accessible and memorable.
With this campaign, Freshwrapp reinforces its leadership in the foil category while reimagining its role from a utility product to a symbol of care, health, and conscious everyday living.
