Procam International has appointed BC Web Wise to lead the digital and social media mandate for HDOR – Hundred Days of Running, an initiative designed to encourage people to build consistent movement habits through running, walking and cycling.
HDOR has been built around a simple but important behavioural shift — from chasing performance and competition to embracing consistency, holistic wellness and everyday participation. With recurring 100-day cohorts and an app-led experience, the initiative is now looking to reach audiences beyond the traditional running community, including beginners and everyday individuals who may not otherwise see themselves as part of a fitness program.
BC Web Wise will lead the digital communication strategy for HDOR, spanning social media, platform-led content, community communication and participation-focused formats. The mandate will focus on simplifying the journey from discovery to participation, making the 100-day commitment feel more accessible and creating sustained engagement through each cohort.
The communication approach will also be built around the HDOR app, which enables participants to register, track progress and stay connected through the journey. Content will include onboarding-led communication, app walkthroughs, participant narratives, educational formats and community-led storytelling designed to keep the property active beyond the launch and registration window.
The rollout is supported by three films developed by Initium Productions, a specialist sports content production house, each addressing a different audience cohort with a nuanced motivation — health and wellness for self, corporate participation and the joy of fitness gifting during festive pre-Diwali period. BC Web Wise will build the wider digital communication ecosystem around the property as HDOR enters its next phase.
Sidharth Vijayan, Senior Vice President – Digital and Product, Procam International Pvt. Ltd., added, “HDOR was built on the belief that fitness should be accessible to everyone, regardless of where they are starting from.
“The HDOR app brings together technology, tracking and community to make the experience seamless for participants and help them stay engaged throughout their journey.
“With BC Web Wise’s expertise in digital communication and audience engagement, we aim to reach more people, simplify the onboarding experience and build a stronger fitness community through every cohort,” Vijayan said.
Commenting on the partnership, Devanshi Shah, Growth Director, BC Web Wise, said, “HDOR is the kind of mandate we value because it combines a strong existing property with a clear opportunity to expand its relevance and audience. Our conversations with Procam International were centered on the ambition to build HDOR as an ongoing fitness property, and we’re glad to be partnering with the team as it enters its next phase.”
Adding further, Sonali Banerji, Senior Creative Director, BC Web Wise, said, “The opportunity with HDOR is to make a 100-day commitment feel achievable for someone who may not see themselves as a runner or fitness enthusiast today.
“The communication therefore needs to move beyond performance-led fitness language and make the first step feel simple, relatable and inclusive. Our focus is to build a digital narrative that keeps people motivated not just to start, but to continue showing up through the journey,” Banerji said.
With the mandate, BC Web Wise will support Procam International in building HDOR as a sustained digital property across multiple cohorts, with the larger ambition of making consistent movement more accessible to a broader set of participants across India.
