Veranda RACE, a part of Veranda Learning, has launched a Women’s Day campaign introducing the ‘Thalaivi Batch’, a dedicated learning programme designed for homemakers and women preparing for TNPSC examinations while managing family responsibilities.
Conceptualised and executed by Madarth, the campaign is anchored by a 45-second television commercial that portrays the journey of a young homemaker balancing her household routine with her ambition to build a career in government service.
The film presents a narrative that reflects the experiences of many women who often place their career aspirations on hold while prioritising their families. Through a simple and emotionally driven storyline, the television commercial highlights how the ‘Thalaivi Batch’ provides a flexible learning pathway tailored for women looking to pursue competitive exam preparation alongside domestic responsibilities.
The campaign positions the programme as an enabling platform that allows women to balance personal responsibilities with professional aspirations. By focusing on relatability and everyday routines, the film aims to connect with a large segment of women aspirants across Tamil Nadu.
Alongside the programme launch, Veranda RACE has also introduced a dedicated kids’ day-care facility at its Chennai centre. The facility has been created to support women learners by allowing mothers to attend classes while their children are cared for in a secure and supervised environment. The day-care space can accommodate approximately 20–25 children at a time, enabling mothers to focus on their exam preparation.
The integrated marketing campaign will be aired across leading Tamil satellite television channels and will also be distributed across YouTube and social media platforms. The rollout is supported by outdoor and digital creatives, forming part of a broader omnichannel campaign designed to reach aspiring learners across multiple media touchpoints.
The campaign was executed within a short production timeline. Initial discussions between the brand and the agency began on 18 February 2026, and the completed television commercial, along with outdoor and campaign-ready assets, was delivered by 4 March 2026.
Santhosh Kumar said, “This campaign celebrates the aspirations of women who wish to pursue government careers while managing family responsibilities. It reflects Veranda RACE’s commitment to inclusive education and our continued focus on supporting aspirants preparing for competitive examinations such as Banking, SSC, TNPSC, Railways and other public sector recruitment exams.”
Madhavan Sankara added, “This film is intentionally simple and honest, reflecting the everyday lives of many homemakers. We hope it resonates with women who carry significant responsibilities at home while continuing to nurture their ambitions.”
The ‘Thalaivi Batch’ campaign highlights Veranda RACE’s effort to position flexible learning solutions through storytelling that reflects the realities and ambitions of women preparing for competitive examinations.
