Chennai: In a notable departure from standard radio formats, Radio Mirchi dedicated an entire 24-hour broadcast window to mark International Stammering Awareness Day with a special marathon campaign titled “Thikkettum EngalKural”.
Designed to shatter social stigmas and challenge the conventional perception that radio belongs solely to flawless, rapid speech, the initiative replaced automated non-jock night hours with 24 continuous hours of RJ-driven content. The special broadcast, rolled out across the schedule starting from midnight, featured in-depth conversations, personal narratives, and insights into speech disfluency.
The campaign cleverly drew from the Tamil phrase Thikkettum, meaning across all directions, while embracing Thikku (stammer), symbolising an effort to carry the voices of people who stammer far and wide.
Speaking on the initiative, Gayatri S, Programming Head at Radio Mirchi, emphasized that speech fluency should never be a barrier to being heard, highlighting that the station aimed to use its extensive reach to foster empathy, representation, and open dialogue.
A central highlight of the broadcast was the participation of key speaker – actor and writer Vijay Varadharaj, who shared his perspectives and lived experiences. The initiative served as a significant platform for participants from the stammering community to share their journeys. Reflecting on the opportunity, a participant noted that the initiative was an invaluable learning experience. Expressing gratitude to the programming leadership and the entire Radio Mirchi team, the participant shared that observing the station’s RJs offered a firsthand look at the communication craft, presentation style, and dedication required to engage and entertain listeners on the airwaves.
