MUMBAI: In the lead-up to the 20th edition of the Prestigious Vedanta Delhi Half Marathon (VDHM), promoted by Procam International, the race has launched a new campaign, ‘Breaking 58:53’, aimed at inspiring runners and individuals alike to go beyond barriers, physical and emotional.
More than just a race, the Vedanta Delhi Half Marathon has evolved into a movement that champions inclusion, empowerment, sustainability, and community transformation. And this year, with over 40,000 runners expected to participate, VDHM sets its sights on something bigger, breaking not just records, but limitations.
Why 58:53?
58:53 is more than just a number. It’s not just the course record but a symbol of what’s possible when passion, purpose, and perseverance come together. With ‘Breaking 58:53’, the campaign moves beyond statistics, time, and distances to spotlight the human story of runners striving, training, and pushing past personal boundaries.
Breaking 58:53 aims to make the race relatable to a broader audience by spotlighting the emotional and physical journey behind chasing the 58:53 benchmark, transforming a world-class record into a symbol of personal ambition and perseverance.
“This campaign is not just about the elites or the clock. It’s a call to anyone striving to take the next step in their own journey,” says Vivek Singh, Joint MD, Procam International. “It’s about igniting a spirit of courage and inspiring every individual to break their own 58:53.”
A Campaign in Two Phases: Breaking 58:53 is conceptualised and executed by Initium Productions, a Procam International group company, which is a leading name in Live Sports & Entertainment, as well as augmented & virtual reality. The campaign was launched in two powerful phases.
Phase I: To spark awareness and connect at a deeper level, the campaign launched with three concept-driven films exploring the 58:53 benchmark from different angles:
– Cultural: Relating the achievement to Indian sporting milestones (like cricket) to illustrate its significance.
– Physical: Capturing the gruelling intensity of elite-level speed, visualised through treadmill challenges and human grit.
– Rational: Delving into the science and psychology behind sustaining peak performance through immersive storytelling
Phase II: This phase leverages the emotional equity built over the past two decades. Runners, clubs, athletes, and the broader community, all united by the shared mission to break personal and societal barriers. The campaign encourages everyone to run not just for time, but for change, growth, and progress.
The campaign teaser will air on Sony Sports 1, Sony Sports 1 HD, and across Vedanta Delhi Half Marathon digital platforms, amplifying reach and resonance.
Santosh Pillai, Co-Founder, Initium Productions, stated, “Stats and numbers can be intimidating for those who are not clued into the sport. It was important for the Initium creative team to build a campaign with simplicity, intrigue and deliver it in a lighter vein. From the response we see for the campaign, looks like those objectives have been met.”
This year will witness a stellar start line, with a world-class field aiming to break the 58:53 course record, led by Ethiopia’s Birhanu Legese and Kenya’s Isaac Kipkemboi alongside India’s running sensations Gulveer Singh and Abhishek Pal. In the women’s field, Ethiopia’s Alemaddis Eyayu and Kenya’s Lilian Kasait Rengeruk headline, joined by Indian elites Sanjivani Jadhav and Lili Das.
The race will be flagged off from the iconic Jawaharlal Nehru Stadium on Sunday, 12 October 2025.
Links to the films
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