The Campaign

Music is one of the biggest passion point for the country. It connects people all across the board and bridges barriers but what is sound to those who’ve a lack of hearing? Coke Studio felt that there was a gap between the hearing impaired and the rest of the population that had to be bridged by providing the hearing impaired what they couldn’t otherwise have. To fill the gap, a sensorial experience for the deaf community was created as a quintessence of music by translating sound into a visual language that is comprehendible by using sense of touch and sense of sight. This initiative added a whole new audience to the Coke Studio platform.

Creative Execution

The Coke Studio for the Deaf installation & couch amplifies two senses, sense of touch and sense of sight. Amplification Of Sense Of Touch A couch with multiple vibrating engines was created that syncs with every beat of music, giving music tangibility. The couch has the dimensions of 82X94X75 cm and is made with plastic and lights inside. Amplification Of Sense Of Sight The couch is linked to LED light installation that also syncs with the beat of music and translates sound into visuals, creating a visual language of music that is comprehendible. 100 LED light bulbs with cable were used with the dimension of 120x30x5 cm. Through this technology, Coke Studio tapped the area where no other music platform has been before since Coke Studio believes everyone, regardless of his or her disability can enjoy music.

Describe the success of the promotion with both client and consumer including some quantifiable results

CS for the Deaf achieved a million views in less than 24 hours. It had 3,060,09 Facebook views with 23% engagement rates and 32,849 shares! The project was even acknowledged and published in other countries including Hindustantimes, and Khaleejtimes. ‘A recent video that was uploaded by Coke Studio's official will leave you spell-bound! No, it's not an ordinary video. In order to make music a wonderful experience for deaf people, Coke Studio did something brilliant.’ – Indiatimes ‘ This video gone viral not only shows us deaf people's enjoyment of music, but also changes the way we think about music.’ – DAWN Source: http://www.indiatimes.com/entertainment/celebs/combining-light-and-vibrations-coke-studio-transforms-itself-for-the-deaf-community-259198.html http://images.dawn.com/news/1175935 The project will be going all across nation, giving more people, belonging to the deaf community, a chance to experience music and will also be leveraged in Coke Studio Season 10, adding a larger audience to the platform.

Explain why the method of promotion was most relevant to the product or service

Coke studio is the most popular fusion music show with 110+ Million fans and has reached 150 countries. It is known to be the largest music platform of the country and was leveraged by other countries aswell including India, Middle East and Africa. Coke Studio believes music has the ability to unite people, however, the deaf community is deprived of the opportunity. In order to connect with them, a sensorial experience was created as a quintessence of music by translating sound into a visual language that is comprehendible by using sense of touch and sense of sight.

Our primary target audience was the deaf community belonging to all SECs and all age groups, however, our secondary target audience included Coke Studio fans living all across the world. Coke Studio partnered with Deaf Reach School and activated the project on a digital platform, reaching out to a larger audience. The project instantly gained immense popularity and will now be activated on ground, allowing more people from the deaf community to feel the music.