Brief Explanation

Coke Studio, Pakistan's largest music platform, set out to grant 9 million unheard wishes of the deaf community. Research showed that a combination of lights and vibrations can be used to enhance the experience of music for hearing impaired people. Partnering with the Deaf Reach School & Training Center, Coca-Cola initiated the creation of innovative technology to make the impossible happen. Using haptic and visual tools to mimic the feeling of sound, a tactile vibration music couch, complete with mood-ambient synchronized lighting came to be. This on-ground activity gave them a simple pleasure they'd missed out on their entire lives - Music. Coke Studio for the Deaf sparked an emotional storm and soon began to make waves globally, commended by publications globally. Far more than another marketing drive, this was an activity that truly changed the lives of the Deaf Community, and has been made accessible to them even today.