Anshula Kapoor launched her celebrity-fan engagement platform, Fankind, to raise money for charities with Varun Dhawan, last week, on social media and the website next will release Alia Bhatt’s campaign for the same where her fans can donate on the platform for an opportunity to bake a cake with the actress. A host of Bollywood stars including Sonakshi Sinha, Kriti Sanon, Badshah, filmmaker Karan Johar have agreed to come on board and provide fan experiences this year. Fankind will introduce a new experience on the website every three weeks. After Alia there is a YouTuber called MostlySane (Prajakta) and Sonakshi Sinha.”
Every experience is uniquely interesting. Varun’s campaign launched on August 5 and will be on till September 18. Fans can donate for a chance to play an exciting game of paintball with him. Alia’s campaign is launching on Sunday. When a celebrity campaign goes live, it is for 40-45 days on the website for people to come and donate and participate.
Alia’s campaign will open for donations on August 18, and end on October 1. Fans can donate as many times as they want to in this duration for a chance to bake a cake with her. For every Rs 300, they have 1 chance of baking a cake with her. Once Alia agreed to come on board, she jammed with Anshula to lock on a fun experience to share with her fans. Alia chose “baking a cake with a fan”. There will even be a pastry chef at the actual experience with the Fan and Alia to make sure it is a fun day of baking – and chef extraordinaire Pooja Dhingra has agreed to be part of the experience.
Anshula says, “I am extremely excited to have Alia on board Fankind. She made time to shoot the promotional bytes in between major commitments and I am so thankful that she and her team could include Fankind in her schedule. This just goes to show the love she has for her fans and how passionate she is about wanting to help raise money and awareness for animal welfare as a cause”.
Alia’s campaign ends on October 1, so after all the donations have come in, a winner is chosen fairly by a 3rd party unbiased agency, and after that is when the actual experience with the fan will take place. Fankind will fly the winner and a guest of their choice to Mumbai to make sure they meet Alia and bake the cake with her. They even take care of their travel and hotel stay for that day.
Talking about a unique concept for each celebrity Anshula says, “The team and the celebrity collaboratively come up with an experience that they are more than happy to share with their fans. We then attach each experience to a charity that the celebrity has been supporting through the years, like Alia has been associated with World For All for the past few years, or to a cause they really care about. From each campaign, effectively 70 per cent is directly donated to charity, and goes directly to an NGO’s bank account and the user gets an 80G tax exempt certificate also as soon as they transact on Fankind.”
Anshula aims to offer at least 30 experiences with celebrities so that Fankind can raise funds for at least 30 NGOs in the first year. As of today, they have confirmations for 15 campaigns. There is Varun, Alia, Badshah, Kriti Sanon, Sonakshi Sinha, Karan Johar, – and a bunch of celebrities from different walks of life, including sports.
Talking of Varun’s contribution to her cause, Anshula says, “Varun (Dhawan) is wonderful. He was the first person to say yes to Fankind. As soon as I told him, his first words were ‘done. I want to do something to help the farmers’. The NGO that we are helping raise funds for is ManavLok and they have been doing a lot of great work to help farmers in Maharashtra. Varun genuinely loves meeting his fans so the paintball experience is also something he is very, very excited about.”
Explaining the thought behind such a wonderful campaign, Anshula says, “I have seen the amount of unconditional fan love my family receives, and the love has somehow even trickled down to me. I have had Arjun bhaiya’s fans do the sweetest things for me on my birthday and I am so grateful for their love. I wanted to do something which can help them meet their favourite celebrities and help us raise money for the NGOs in our country that are already doing so much good work. The thought started with how do I help NGOs raise money and that slowly metamorphosed into what Fankind is today – a combination of helping fans create magical memories with their favourite celebrities and helping NGOs raise funds.”
Do we expect to see the Kapoor khandaan too on Fankind? Anshula says, “I have the support of everyone who is part of the Kapoor family, including Arjun bhaiya, dad, Anil chachu, Janhvi, Rhea, Sonam didi, and I am sure eventually we will do an experience with each one of them on Fankind.”