Mumbai | 10 June 2025 – Hindalco’s well-known kitchen companion, Freshwrapp, is rolling out a bold new initiative that’s as cheeky as it is serious. Teaming up with none other than Michelin-starred chef and bestselling author Vikas Khanna, the brand is leading a charge against bacteria lurking in traditional food storage methods. The campaign, cleverly titled “Bacteria ki Entry Ko Rokey”, introduces the brand’s latest innovation—FreshlockShield—a smart upgrade for Indian kitchens that still rely on age-old fixes like cloth wraps and newspapers.
“I’ve always believed that food reflects the love we put into our homes,” Khanna shared. “But we often neglect how that food is stored. I’ve used foil for years—it’s clean, reliable, and simple. Freshwrapp’s foil stands out. With this campaign, I want to nudge families toward safer kitchen practices.”
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The campaign lands a strong punch with science too. Tests from NABL-accredited labs confirm that Freshwrapp’s aluminium foil (available in 11 and 18-micron variants) can block bacterial infiltration for up to 48 hours. It’s effective even against common troublemakers like E. coli, Salmonella, and Staphylococcus aureus. In user trials, once families gave the foil a shot, many were quick to ditch their old wrapping habits.
Speaking about the vision, Nilesh Koul, Senior President & CEO – Downstream Aluminium Business, Hindalco Industries Ltd, remarked: “Freshwrapp is more than just foil—it’s part of our commitment to making everyday life healthier. With this campaign, we’re not just selling hygiene; we’re challenging the old ways of doing things in Indian kitchens.”
The campaign film brings this message to life with sharp humour: a bacteria couple attempts to crash a dinner date but are hilariously stopped at the door—by none other than Freshwrapp. Conceptualized by Network Advertising, the film combines wit with warmth to drive home a serious message in a refreshingly lighthearted manner.
More than just a wrapper, Freshwrapp is now being positioned as a defender of health and nutrition. The foil is ISI-certified, safe for cooking, freezing, storing—and stylish enough to serve with. Users say it keeps food fresher, cleaner, and less soggy than old-school methods. It doesn’t soak oil or hold onto bacteria, and while it’s not reusable, most people in the trials felt the trade-off for safety and freshness was well worth it.
What’s striking is how well mothers—the primary guardians of kitchen hygiene in most Indian homes—responded. “I’m not just wrapping lunch; I’m wrapping care,” said one mom from the study.
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Serving over 1.2 million households a month, Freshwrapp isn’t new to Indian kitchens—but with “Bacteria ki Entry Ko Rokey”, it’s stepping into a new role: not just as a product, but as a kitchen essential for modern, health-conscious homes. The brand has also been named a ‘Superbrand’ for three years running, underlining its place as a market leader.
