Chad would be more of an emotional support for Ichigo at first, not realizing he's been brainwashed. But as he starts to notice the oddities, he would be conflicted. He doesn't want to hurt Ichigo, but he also knows something is very wrong. He might team up with Rukia and Uryu to find a solution to bring back the real Ichigo.
Rukia would probably be very suspicious right away. She knows Ichigo well and would notice the strange changes in his behavior. She might try to confront him and figure out what's wrong.
Ichigo might initially be in shock. He could be unable to believe that Tsukishima, who might have been a friend or at least an acquaintance, has turned on him.
Well, one possible plot twist could be that Tsukishima's brainwashing of Ichigo is part of a larger plan by a hidden villain. Maybe this villain wants to use Ichigo's power for some evil purpose. Tsukishima might be forced to do this brainwashing against his will in some way.
Rukia would be extremely shocked and disappointed. She has always seen Ichigo as a force for good, and seeing him side with Aizen, who is the main antagonist, would be a huge blow to her. She might try to talk Ichigo out of it at first, and if that fails, she could become his enemy.
One possible reason could be that Tsukishima is under some sort of mind control or influence from a more powerful and malevolent force. Maybe he has been deceived into believing that Ichigo is a threat to something he holds dear.
Rukia would probably be one of the first to be both shocked and amused. She might tease Ichigo a bit at first but then quickly get serious about helping him. Chad would be very accepting and offer his protection as usual. Uryu might be a bit more skeptical at first, thinking it's some kind of new Hollow trick. Orihime would be very empathetic and try to make Ichigo feel comfortable in his new form, maybe even offer to make some new clothes for him to fit his new body.
The Soul Reapers in the Soul Society would see Ichigo as a major threat. They would likely mobilize their forces to either capture or eliminate him. Captains like Byakuya would be disappointed as he had come to respect Ichigo to some extent, and now would see him as a traitor.
One possible fanfic could be where the fullbringers use some sort of spiritual power to brainwash Ichigo. Maybe they want to turn him against his friends in Karakura Town. They could manipulate his memories of his battles and his relationships, making him believe that his friends are actually his enemies. This would lead to some really intense fight scenes as his friends try to break the brainwashing and bring Ichigo back to his senses.
Rukia would probably be both amazed and a bit worried. Amazed at the new power Ichigo has, but worried about how it might change him. Chad would see it as a natural progression of Ichigo's power and be supportive. Orihime might be a bit scared at first, but then she would see the good in Ichigo's new form and try to encourage him.
Perhaps the fullbringers are being controlled by a new, unseen enemy. This enemy wants Ichigo out of the picture, so they use the fullbringers to brainwash him. Ichigo, while brainwashed, starts to cause destruction in the Soul Society. His actions draw the attention of the Soul Reapers, who are initially unaware that he's been brainwashed. As the story progresses, some of the more perceptive Soul Reapers figure out what's going on. They then team up with Ichigo's friends from Karakura Town to find a solution. This could involve a lot of exploration of Ichigo's mind and his past relationships to find the key to breaking the brainwashing.
Orihime would probably be over - the - moon excited. She's always been a kind - hearted and emotional person. She would immediately start knitting baby clothes or making cute little charms for the baby. Chad would be very supportive as well. He would offer his strength to protect Rukia during her pregnancy. Uryu might be a bit more reserved at first, but deep down he would be happy for them. He might use his Quincy skills to create some sort of protective item for the baby.