Hindalco’s flagship food packaging brand, Freshwrapp, has rolled out a campaign titled “Bacteria ki Entry ko Rokey”, (Stop the entry of bacteria) featuring chef and author Vikas Khanna. 

The campaign introduces the brand’s ‘freshlock shield’ feature that promises to preserve the moisture, aroma, and flavour of food while acting as a barrier against bacteria.

Developed in-house by the Hindalco marketing team, the idea was executed by Network Advertising, transforming a scientific hygiene advantage into a relatable, everyday scenario that resonates with Indian households. 

The campaign film brings the product’s benefits to life in a humorous way by personifying bacteria as an unwelcome couple on a dinner date, only to be thwarted at the doorstep by Freshwrapp’s ‘protective shield’. Khanna’s presence adds credibility and emotional resonance to get the messaging across. With this film, the campaign aims to position Freshwrapp aluminium foil as a modern, science-backed alternative to traditional storage methods like cloth, newspaper or tissue paper. 

What we think about it: The personification of bacteria as an unwelcome dinner date couple comically breathes life into an otherwise mundane hygiene message, while Khanna’s presence lends the campaign a familiarity and authority, that makes the message credible without feeling clinical. 

Nilesh Koul, senior president and CEO – downstream aluminium business, Hindalco Industries, 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.”