We present a formalism to detect genuine multipartite entanglement by considering projection map which is a positive but not completely positive map. Projection map has been motivated by the no-pancake theorem which repudiates the existence of a quantum operation that maps the Bloch sphere onto a disk along its equator. The not complete positivity feature of projection map is explored to investigate genuine multipartite entanglement in arbitrary N-qubit quantum systems. Our proposed framework can detect some important classes of genuinely entangled states in tripartite and quadripartite scenarios. We provide illustrative example to show the efficacy of our formalism to detect a class of tripartite PPT bound entangled states. Finally, we construct a suitable witness operator based on projection map to certify genuine tripartite entanglement, which is likely to be feasible experimentally.