Procam International has appointed BC Web Wise as the digital and social media partner for HDOR — Hundred Days of Running. The mandate puts the agency at the centre of efforts to move the initiative beyond the traditional running community and into everyday fitness audiences.
What the mandate covers
BC Web Wise will shape HDOR’s digital communication strategy, including social media content, platform-led storytelling, community communication and participation-focused formats. The emphasis is on making the 100-day commitment feel simpler and keeping participants engaged through recurring cohorts.
The HDOR app is central to the plan. The agency’s remit spans onboarding communication, app walkthroughs, participant narratives, educational content and community-led storytelling — all designed to guide users from first interest to active participation.
- Social media and platform-led content
- App onboarding and walkthrough communication
- Participant-driven and educational storytelling
- Cohort-based community engagement
Films push beyond performance-led fitness
The rollout is supported by three films produced by Initium Productions, a sports content production house. The films address three audience cohorts: health and wellness seekers, corporate participation, and the joy of fitness gifting during the pre-Diwali festive period.
Sonali Banerji, Senior Creative Director at BC Web Wise, said the communication needs to “move beyond performance-led fitness language” so a 100-day commitment feels achievable for people who may not currently see themselves as runners or fitness enthusiasts.
Why this matters for marketers
HDOR’s framing is a useful example of widening a fitness brand’s top of funnel without changing the core promise. Instead of selling speed or endurance, the narrative centres on consistency, accessibility and community — a positioning shift that can bring in beginners, corporate teams and gift-buyers.
Sidharth Vijayan, Senior Vice President – Digital and Product at Procam International, said HDOR was built on the belief that fitness should be accessible to everyone, with the app bringing together technology, tracking and community. Devanshi Shah, Growth Director at BC Web Wise, framed the opportunity as building HDOR into an ongoing fitness property rather than a one-off campaign.
For marketing teams working on subscription, community or app products, the HDOR brief is a reminder to design communication around the full journey: simplify the first step, explain the system, celebrate small progress, and create reasons to return. The cohort model gives natural content rhythms, while the festive gifting angle shows how a participatory product can attach itself to a cultural moment without abandoning its core benefit.
Source: MediaNews4U
