She hails from a family that has rarely shied away from the camera, but Anshula Kapoor, daughter of Bollywood producer Boney Kapoor, is the black sheep in the clan. Her only request when we meet on a damp evening in Andheri is that we drop the photo shoot. The statement is more beseeching than arrogant. "I'm usually the one hiding my face and ducking the paps when out with my family," she says. The moment the camera is shuttered, the defenses drop.

The 28-year-old has found a way to work around this quasi-celebrity life. Her new venture, Fankind that launched last week, has her operating behind the scenes, playing facilitator between fans and actors. The online fundraising platform allows the aam admi a chance to experience fun activities like playing paintball, baking and playing cricket with their favourite celebrity. Seventy per cent of the amount is funnelled into a charitable cause that the celebrity supports. Presently, actors Varun Dhawan and Alia Bhatt are on board. While Dhawan's campaign is in collaboration with Manavlok, a non-profit that supports Maharashtra's farmers, the moolah raised through Bhatt will be used for the cause of animals through Mumbai-based NGO, World For All. "First, you're supposed to pick an experience with a celebrity. Then, donate for a chance to win the experience. For every R300 that the user transacts, the fan has a chance of meeting the celebrity. The selection is done purely through a third party randomiser. Even I'm not involved in that," she says. This is followed up with a screening process and background checks to preempt stalkers from coming on board.