Freshwrapp and chef Vikas Khanna launch 'Bacteria Ki Entry Ko Rokey' campaign

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”

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.

This scientifically validated shield is a powerful reassurance for caregivers, especially mothers, who ranked it highly for freshness and hygiene in consumer trials. As one participant put it, “When I pack my child’s lunch in Freshwrapp, I know I’m sending both food and protection.”

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.