Campaign promotes safer food storage through the Freshlock Shield technology.
Freshwrapp, the food packaging brand from Hindalco Industries, has launched a nationwide campaign titled ‘Bacteria Ki Entry Ko Rokey’, featuring celebrity chef Vikas Khanna. The campaign emphasizes the importance of hygienic food storage and introduces Freshlock Shield, a technology designed to block bacterial entry and preserve food freshness.
The initiative positions Freshwrapp aluminium foil as a safer, more hygienic alternative to conventional storage materials like cloth, newspaper, or tissue-common practices in Indian kitchens that can retain moisture and encourage bacterial growth in the country’s humid climate.
Chef Vikas Khanna commented on the collaboration: “Food is one of the purest expressions of love in every Indian home-but we often overlook how it’s stored. I’ve long relied on aluminium foil for its hygiene and ease. Freshwrapp has always stood out to me, and this campaign is about inspiring families to adopt safer kitchen practices.”
Scientific testing by NABL-approved laboratories found that Freshwrapp’s aluminium foil can block bacteria-including E. coli, Salmonella, Staphylococcus aureus, and Candida-for up to 36 hours (11 micron) and 48 hours (18 micron). The results also indicated a significant shift in user preference, with many non-users expressing intent to switch to Freshwrapp after learning about the foil’s protective qualities.
Nilesh Koul, Senior President and CEO – Downstream Aluminium Business, Hindalco Industries, said: “At Hindalco, ‘Engineering Better Futures’ means more than advanced materials-it’s about enabling safer, healthier everyday choices. With Freshwrapp, we’re not only offering a freshness solution, but also encouraging families to rethink traditional habits in favour of informed, conscious kitchen practices.”
The campaign film, created by Network Advertising, uses a creative metaphor-depicting bacteria as an unwelcome couple blocked at the door by the Freshlock Shield-to illustrate the foil’s protective barrier. Chef Vikas Khanna serves as the campaign’s ambassador, making the message relatable and credible for a broad audience.
By centering the campaign on food safety, hygiene, and modern kitchen practices, Freshwrapp reinforces its leadership in the aluminium foil category-transforming its image from a simple utility product to a symbol of care, health, and smart living.
