We know Coke Studio for bringing musicians from far-flung areas of Pakistan into the mainstream, but its latest initiative practises a different kind of inclusiveness.
Titled Coke Studio for the Deaf, this special program tries to make the CS experience accessible to the deaf community of Pakistan.
"Coke Studio reaches millions around the world, but not the 9 million people hearing-impaired people in Pakistan. We wanted to bring a small change in that regard," said Ibrahim Khan, Coca-Cola Brand Manager, to Images.
How did they make that happen? Using a combination of lights and vibrations, Coke Studio for the Deaf simulates a musical experience for some members of the hearing-impaired community.
Watch it happen here:
This video gone viral not only shows us deaf people's enjoyment of music, but also changes the way we think about music.
"Whatever my body felt, whatever my brain thought, even though we cant hear the music, we can feel it," says a happy listener in the video.
The initiative, which was formally launched yesterday at a event, was established in partnership with the Deaf Reach program of the Family Education Services Foundation (FESF).
"Working together with Coke Studio has been a really amazing experience," said Deaf Reach founder Richard Geary to Images. "Not just because we got to see the experience the young people enjoyed, but to create awareness in the country and internationally about the need to provide more opportunities for the deaf community."
"This is what we try to do at Deaf Reach with our school program, vocational training program and jobs program. And we'd like to engage with other forms of sectors who can make a difference to these kids' lives," he added,
The launch event was attended by many celebrities, who were all-praise for the program.
"I'm so excited and overwhelmed to be at this beautiful event," shared a beaming Zeb Bangash. "Coke Studio has always been a platform that I'm very proud of. Today, my pride reaches another level because the vision of the team to reach out these new audiences is a great one. Seeing happiness on these beautiful faces was personally a great experience for me."
"We're usually too caught up in our daily lives to care about other people who need us. And we also take our hearing for granted. I'm very happy to be here to witness Coke Studio's great gesture for the deaf community," said actor Ahsan Khan.
Musician/actor Junaid Khan observed, "God has given these kids heightened senses, and today we will see them show that power by hearing the sound of music."