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MUMBAI: Hindalco’s Freshwrapp has teamed up with Michelin-starred chef and author Vikas Khanna to roll out a punchy new campaign — Bacteria ki Entry ko Rokey. The message? Ditch that damp cloth and crumpled newspaper. If you love your food, protect it like you mean it.

At the heart of the campaign is Freshwrapp’s new ‘Freshlock Shield’ — a science-backed feature that promises to block bacterial intrusion while keeping food fresh, fragrant, and full of flavour. Tested by NABL-approved labs, the foil prevents bacteria like E. coli, Salmonella and Staphylococcus aureus from breaking through for up to 48 hours. Not bad for something you can tear off a roll.

The campaign film, created by Network Advertising, lands the hygiene message with humour — personifying bacteria as a pesky dinner date couple, only to be blocked by the foil’s protective barrier. Think rom-com meets science class.

Speaking on the collaboration, 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”.

Freshwrapp, already a category leader and certified ISI-safe, is now repositioning itself from a convenience product to a daily essential. Consumer trials revealed that once introduced to Freshwrapp, non-users were quick converts, praising its hygiene, freshness retention, and ease of use.

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.”

Commenting on the campaign, Hindalco Industries Ltd senior president & CEO – downstream aluminium business, Nilesh Koul 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”

With over 1.2 million households using it every month, and three ‘Superbrand’ titles under its belt, Freshwrapp is rolling into the hearts — and lunchboxes — of Indian families, one tightly wrapped paratha at a time.