The Bharat Army

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. The challenge is evolving this legacy into a structured brand ecosystem: stronger partnerships, richer fan experiences, new revenue channels and increased recognition from cricketing bodies. The task was to make sure Bharat Army is not viewed as just spectators, but as influential stakeholders in cricket’s future.

OUR APPROACH

We doubled down on what makes the Bharat Army iconic: their sound, colour, and identity that make stadiums feel like home. We amplified their voice through brand storytelling, commercial deals, content strategy and on-ground presence. We highlighted their global milestones, including ICC licensing and ensuring fans could bring drums and trumpets into stadiums again. Through this, we positioned Bharat Army as the heartbeat of India’s presence in world cricket.

"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

• Exclusive brand and partnerships management handled by OBT

• Helping build a scalable global fan brand that influences real change

• Credibility elevated through ICC partnerships and official travel programs

• Supported a 200,000+ strong community across 23+ countries

• Celebrated 25 years of bringing India’s 12th Man energy to the world

• Founder Rakesh Patel’s vision spotlighted as fan culture gains global acceptance