The Bharat Army x ThumsUp
Managing The Bharat Army brand with a partnership with ThumsUp.
OVERVIEW
Working on an active collaboration with ThumsUp, 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, ThumsUp
Location
GLOBAL
ABOUT THE PROJECT
THE CHALLENGE
As The Bharat Army continues to scale as a global fan movement, the opportunity with Thums Up during the ICC Men's T20 World Cup 2026 was to translate fan energy into real, high-impact brand engagement. The challenge was to go beyond traditional visibility and create an activation where fandom truly exists on the streets and inside the stadium while reinforcing Bharat Army’s role as a powerful cultural connector.
OUR APPROACH
We built a fan-first campaign that started on-ground and scaled into the stadium. Taking the energy to the streets, we activated high-intensity scavenger hunts and street challenges, rewarding fans with match tickets and exclusive signed merchandise. This created organic buzz and deepened community participation. On match days, the activation seamlessly transitioned into the stadium, placing Thums Up at the heart of the Bharat Army experience where chants, colours, and passion come alive. OBT Sports and Entertainment led the collaboration end-to-end, ensuring scale, visibility, and authenticity at every touchpoint.
HIGHLIGHTS
• Delivered a high-energy, fan-led activation during a global marquee tournament
• Took the campaign from streets to stadiums, maximizing reach and engagement
• Strengthened Bharat Army’s position as a cultural bridge between fans and brands
• Created tangible fan rewards driving participation and recall
• Enabled Thums Up to own moments where real fan energy lives
• Reinforced a scalable model for impactful brand integrations during global events
BIG IDEAS NEEDS
BOLD PARTNERS.
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