The Bharat Army x Prime Video x Subedaar
Managing The Bharat Army brand with a partnership with the Amazon Prime Video's Subedaar movie.
OVERVIEW
Working on an active collaboration with Prime Video, 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, Prime Video, Subedaar
Location
GLOBAL
ABOUT THE PROJECT
THE CHALLENGE
“What started as a small, passionate group in 1999 has grown into a massive 200,000+ member movement,” says Rakesh Patel, the founder of The Bharat Army. With the collaboration on Subedaar, the challenge was to move beyond traditional talent-led endorsements and position fans themselves as credible, on-screen talent by shifting perception from spectators to cultural contributors.
OUR APPROACH
We placed Bharat Army at the center of the film’s storytelling, turning real fans into the face of the campaign. By leveraging their energy, identity, and authenticity, OBT Sports and Entertainment ensured the integration felt organic while reinforcing the growing influence of fan culture in mainstream entertainment.
Today, we are proud to represent a truly global community that shares one identity and purpose, supporting Team India and Indian Sports, says Rakesh.
HIGHLIGHTS
• Pioneered a fan-led endorsement model in film promotion
• Elevated Bharat Army from stands to on-screen presence
• Blurred lines between fans, talent, and brands
• Strengthened positioning as a global fan movement
• Delivered a standout, culture-first collaboration
BIG IDEAS NEEDS
BOLD PARTNERS.
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