Chennai: Veranda RACE, a Veranda Learning Solutions enterprise, has launched a new Women’s Day campaign introducing the “Thalaivi Batch”, a dedicated learning programme aimed at homemakers and women aspiring to prepare for Tamil Nadu Public Service Commission examinations (TNPSC) while managing family responsibilities.
Conceptualised and executed by Madarth, the campaign is anchored by a 45-second television commercial that follows the journey of a young homemaker balancing her household routine while pursuing her dream of a career in government service. The film highlights the reality faced by many women who often pause personal ambitions while prioritising family commitments.
Through an emotionally engaging narrative, the campaign positions the Thalaivi Batch as a flexible learning pathway tailored for women who want to pursue competitive exam preparation alongside their responsibilities at home.
As part of the initiative, Veranda RACE has also introduced a fully functional kids’ day-care facility at its Chennai centre. The facility allows mothers to attend classes while their children are cared for in a safe and supportive environment and can accommodate around 20–25 children at a time.
The campaign will be aired across leading Tamil satellite television channels and will also be distributed on YouTube and social media platforms. It will be supported by outdoor and digital creatives as part of a wider omnichannel rollout.
Notably, the campaign was executed within a short timeline, with discussions between the brand and agency beginning on February 18, 2026, and the completed television commercial along with campaign assets delivered by March 4, 2026.
Commenting on the initiative, Santhosh Kumar, CEO of Veranda RACE, 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.”
Speaking about the project, Madhavan Sankara, Founder & CEO of Madarth®, said the idea was to create a story that feels authentic and deeply relatable. “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.”
