Freshwrapp, the flagship food packaging brand from Hindalco, has rolled out a new campaign titled “Bacteria ki Entry ko Rokey”, aimed at raising awareness about food hygiene in Indian kitchens. The initiative features renowned chef and author Vikas Khanna and highlights the importance of using aluminium foil for safer, more hygienic food storage.
The campaign introduces the Freshlock Shield, a feature designed to protect food from bacterial contamination while keeping it fresh and flavourful. Freshwrapp positions this innovation as a more reliable alternative to traditional storage materials such as cloth, tissue, or newspaper, which are commonly used but often unhygienic.
Chef Vikas Khanna commented on the collaboration, saying, “In Indian households, food is an expression of love, but how we store that food is often overlooked. I trust aluminium foil for its cleanliness and ease of use, and Freshwrapp has always stood out for its quality. Through this campaign, we’re encouraging families to make better choices in the kitchen.”
Freshwrapp, a leader in the aluminium foil segment, is using this campaign to spotlight the risks associated with outdated food storage habits. Tests conducted in NABL-accredited labs show that Freshwrapp foil can block bacterial penetration for up to 36 hours (11-micron thickness) and up to 48 hours (18-micron thickness). The foil has been shown to help prevent contamination from pathogens like E. coli, Salmonella, and Staphylococcus aureus.
Nilesh Koul, Senior President & CEO – Downstream Aluminium Business at Hindalco, said, “Our goal at Hindalco is to create everyday solutions that improve lives. With Freshwrapp, we’re making food storage safer and more reliable. This campaign urges families to rethink outdated practices and adopt modern solutions that promote better health.”
At the centre of the campaign is the Freshlock Shield, which helps retain food’s natural aroma, taste, and moisture while creating a barrier against harmful bacteria. A campaign film—developed by Network Advertising—illustrates this benefit in a playful way by showing bacteria as an unwanted dinner guest turned away at the door by the foil’s protective layer.
Chef Vikas Khanna’s participation adds credibility and emotional resonance to the campaign, reinforcing the message that something as simple as a better wrap can improve everyday health. The ISI-certified foil is suitable for wrapping, cooking, storing, freezing, and serving. Consumer trials showed that even first-time users quickly appreciated its ease of use and effectiveness in maintaining food quality, especially in comparison to cloth or paper.
Although not reusable and oil-absorbent, Freshwrapp scored high on freshness, hygiene, and convenience. In particular, mothers in the trial group rated it highly, noting the reassurance it offers when preparing meals for their children. Freshwrapp continues to lead in the aluminium foil market, serving over 1.2 million households monthly. It has been named a Superbrand for three years running and is redefining its role from a simple kitchen product to a symbol of care and everyday wellbeing.
Hindalco Industries, part of the Aditya Birla Group, is a $28 billion global metals company. It is the world’s largest aluminium firm by revenue and the second-largest copper rod producer outside China. The company operates across the full value chain—from mining and refining to smelting, rolling, and recycling.
With 52 manufacturing units across 10 countries, Hindalco has also been recognized for its environmental leadership, topping the Dow Jones Sustainability Index for aluminium producers five years in a row (2020–2024). In India, its copper operations meet over 50% of domestic demand, supported by a state-of-the-art facility in Gujarat.
