Freshwrapp and Chef Vikas Khanna Launch Food Safety Campaign ‘Bacteria Ki Entry Ko Rokey’

Freshwrapp, the flagship aluminium foil brand from Hindalco Industries, has rolled out a new nationwide campaign titled “Bacteria Ki Entry Ko Rokey.” Featuring acclaimed chef and author Vikas Khanna, the campaign puts the spotlight on food safety and hygiene through its unique Freshlock Shield technology. This innovation aims to redefine food storage in Indian kitchens by blocking bacterial entry and preserving freshness longer than traditional methods.

Chef Vikas Khanna shared his thoughts on the collaboration, stating, “Food is one of the purest expressions of love in every Indian household, yet the way we store it often goes unnoticed. I’ve always preferred aluminium foil for its hygiene and ease of use. Freshwrapp stands out with its quality and reliability. This campaign encourages families to adopt safer and smarter kitchen practices.”

As India’s leading aluminium foil brand, Freshwrapp is raising awareness about the drawbacks of using outdated storage methods such as cloth, tissue, or newspaper. These alternatives can trap moisture and promote the growth of bacteria in India’s warm climate. In contrast, NABL-approved lab tests confirm that Freshwrapp offers bacterial resistance for up to 36 hours (11 micron) and up to 48 hours (18 micron) against pathogens like E. coli, Salmonella, Staphylococcus aureus, and Candida.

Nilesh Koul, Senior President & CEO – Downstream Aluminium Business at Hindalco Industries Ltd, explained, “Our vision at Hindalco is to engineer better futures not just through innovation in materials, but by enabling healthier choices for families. Freshwrapp is not just about packaging; it’s about protection, hygiene, and care. This campaign urges consumers to move away from age-old habits and embrace scientifically validated, modern solutions.”

At the core of the campaign is the Freshlock Shield — a special layer in the foil that acts as a barrier against bacteria while sealing in moisture, aroma, and flavour. The campaign film humorously illustrates this benefit, portraying bacteria as an unwelcome couple on a dinner date, stopped at the door by Freshwrapp’s protective shield.

Developed by Network Advertising, the campaign film blends humor with insight to convey the importance of food safety in daily life. Chef Vikas Khanna’s presence brings warmth and credibility to the message, helping position Freshwrapp as a product that stands for more than convenience — it stands for care.

Freshwrapp’s ISI-certified foil is versatile enough for wrapping, storing, freezing, cooking, and serving. Consumer feedback confirms its ease of use, hygiene superiority, and effectiveness in keeping food fresh compared to traditional materials that often leave meals soggy. While not reusable, the product ranks high on freshness and user satisfaction, particularly among mothers who rely on it for packing school lunches.

Freshwrapp serves over 1.2 million households every month and has earned the ‘Superbrand’ status for three consecutive years. With this campaign, the brand reinforces its category leadership and transforms its image from a simple kitchen essential to a symbol of modern, conscious, and protective living.

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