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 programme tries to make the experience accessible to the deaf community of Pakistan.

Coke Studio reaches millions around the world, but not the nine 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 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 was established in partnership with the Deaf Reach programme of the Family Education Services Foundation.

“Working together with Coke Studio has been a really amazing experience,” Deaf Reach founder Richard Geary said. “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.”

Singer Zeb Bangash with students of the Deaf Reach school.
Singer Zeb Bangash with students of the Deaf Reach school.

The launch event was attended by many celebrities, who were all-praise for the programme.

“I’m so excited and overwhelmed to be at this beautiful event,” said singer 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.”

Musician and 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.”

This article first appeared on Dawn.