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10 June, 2025
Campaign highlights protecting food safety and freshness through Freshwrapp’s innovative ‘Freshlock Shield’
Mumbai, 10th June, 2025: 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.”
As the category leader in aluminium foil, Freshwrapp is driving awareness around safe, modern, and hygienic food storage—especially in contrast to traditional practices such as using cloth or paper, which retain moisture and promote bacterial growth in India’s warm climate. The testing by NABL-approved laboratories confirmed that Freshwrapp resists bacteria penetration for up to 36 hours (11 micron) and up to 48 hours (18 micron), including against common foodborne pathogens such as E. coli, Salmonella, Staphylococcus aureus, and Candida. The study also showed that when non-users were introduced to Freshwrapp foil, their willingness to switch increased dramatically.
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”
At the heart of this campaign is Freshwrapp’s Freshlock Shield, a unique feature that preserves the moisture, aroma, and flavour of food while acting as a barrier against bacteria. The campaign film brings this benefit to life in a humorous yet eye-opening way by personifying bacteria as an unwelcome couple on a dinner date, only to be thwarted at the doorstep by Freshwrapp’s protective shield.
The idea was developed by the Hindalco Marketing team and brought to life by Network Advertising, transforming a scientific hygiene advantage into a relatable, everyday scenario that resonates with Indian households. Chef Vikas Khanna’s involvement brings credibility and emotional resonance, helping to make a vital hygiene message both accessible and memorable.
Freshwrapp’s aluminium foil is ISI-certified and versatile, perfect for wrapping, storing, cooking, freezing, and even serving. Consumer trials show that non-users found it easy to use, effective in retaining food freshness, and a clear improvement over traditional materials, which often leave food soggy and prone to spoilage. While aluminium foil is not reusable and doesn’t absorb oil, users across the board ranked Freshwrapp high on hygiene, convenience, and freshness.
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.
Freshwrapp, from Hindalco Industries, is India’s most preferred aluminium foil brand. Freshwrapp serves over 1.2 million households every month and has been recognized as ‘Superbrand’ for the past three consecutive years.
To watch the campaign, visit: https://www.youtube.com/watch?v=KsuFntCf15w
About Hindalco Industries Limited
Hindalco Industries Limited is the metals flagship company of the Aditya Birla Group. A $28 billion metals powerhouse, Hindalco is the world’s largest aluminium company by revenues, and the world’s second largest Copper rods manufacturer (outside China). Hindalco operates across the value chain, from bauxite mining, alumina refining, coal mining, captive power plants and aluminium smelting to downstream rolling, extrusions, and foils. Along with its subsidiary Novelis, Hindalco is the global leader in flat rolled products and the world’s largest recycler of aluminium.
Hindalco is India’s largest copper producer, serving more than half the country’s copper requirements. Its copper facility in Gujarat, India, comprises a world-class copper smelter and refinery complex, downstream facilities, and a captive jetty.
Hindalco’s global footprint spans 52 manufacturing units across 10 countries. Hindalco has been ranked the world’s most sustainable aluminium company in the Dow Jones Sustainability Indices (DJSI) for five consecutive years – 2020, 2021, 2022, 2023, and 2024.