The Bharat Army x Oreo
Managing The Bharat Army brand with a partnership with Oreo.
OVERVIEW
Working on an active collaboration with Oreo, OneByTwo Entertainment partners with Bharat Army as their strategic brand and commercial agency, helping scale one of the world’s largest cricket fan communities into a powerful cultural and commercial force. This is in part of how we support BA in strengthening how the Indian fandom is represented across the world.
Year
2026
Category
COLLABORATION
Client
The Bharat Army, Oreo
Location
GLOBAL
ABOUT THE PROJECT
THE CHALLENGE
As The Bharat Army continues to evolve into a global fan powerhouse, the collaboration with Oreo aimed to transform passive support into active participation during the ICC Men's T20 World Cup. The challenge was to create a unified platform where millions of Indian fans could come together, express belief, and feel like contributors to the team’s journey and not just spectators.
OUR APPROACH
We built the campaign around a simple yet powerful idea: collective belief drives victory. Through the #DreamForTheTeam platform, fans were invited to share their match-day dreams using Oreo as a symbolic trigger of fandom.
With Bharat Army at the center, we created high-energy, culture-first content that amplified their belief. From pre-match streets to stadium energy, the content blurred the line between participation and performance, turning every fan into a storyteller and every moment into a shared dream.
HIGHLIGHTS
• Built a fan-first campaign turning belief into participatory action
• Positioned Bharat Army as the driving force behind collective fan expression
• Created engaging formats like “Most Blue Fan” and street-style fan interviews
• Amplified the #DreamForTheTeam narrative across on-ground and digital touchpoints
• Strengthened Oreo’s emotional connect with cricket fandom during a global tournament
• Reinforced a scalable model where fans don’t just support, they actively shape the story
BIG IDEAS NEEDS
BOLD PARTNERS.
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