Freshwrapp, the flagship food packaging brand from Hindalco, has rolled out its latest nationwide campaign titled, “Bacteria ki Entry ko Rokey” with none other than renowned chef and author Vikas Khanna leading the charge.
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At the heart of the campaign is the introduction of the Freshlock Shield, a powerful promise of protection featuring aluminium that helps block bacteria from entering your food. The message is clear: when it comes to keeping food fresh, safe, and hygienic, Freshwrapp aluminium foil outperforms old-school methods like cloth, newspaper, or tissue.
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.”
As the leader in the aluminium foil category, Freshwrapp is championing the shift toward safer, cleaner and more modern food storage, especially in a country where traditional methods like cloth or paper wraps are still common. These outdated practices often trap moisture, creating the perfect environment for bacterial growth in India’s warm climate.
To reinforce its hygiene-first promise, Freshwrapp underwent rigorous testing by NABL-approved laboratories. The results were precise -Freshwrapp aluminium foil resists bacterial penetration for up to 36 hours with its 11-micron variant and up to 48 hours with the 18-micron foil. This includes protection against major foodborne pathogens like E. coli, Salmonella, Staphylococcus aureus, and Candida. What’s more, the science made a strong impression; when non-users were introduced to Freshwrapp and its proven benefits, their willingness to make the switch soared, underscoring the brand’s role in setting a new standard for everyday food safety.
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.”
Freshwrapp’s ISI-certified aluminium foil isn’t just a kitchen essential, it’s a game-changer for anyone who cares about freshness and hygiene. In consumer trials, even first-time users were impressed as they found it simple to use, noticed a real difference in how well it kept food fresh, and preferred it over traditional wraps that often turn meals soggy or let freshness slip away. Though it’s not reusable and doesn’t soak up oil, Freshwrapp stood out where it mattered the most - hygiene, convenience, and keeping food just as it should be.
One mom summed it up perfectly, saying, “When I pack my child’s lunch in Freshwrapp, I’m not just sending food—I’m sending a layer of care and protection.” The campaign film cleverly brings this to life with humour and impact, turning bacteria into an unwelcome couple trying to crash a dinner date only to be blocked at the door by Freshwrapp’s invisible shield. With this campaign, Freshwrapp strengthens its position as a leader in the aluminium foil category, redefining its image from a simple utility to a symbol of care, health, and mindful everyday living.
Also Read: Russia’s largest aluminium foil mill eyes 12% output growth following investment from RUSAL
Image Source: Hindalco Press Release
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