I am a marketer by profession and whenever I come across some stellar concept, I cannot help talking about it. This time around, it is Coca Cola which has surprised me with their latest breakthrough initiative. The Company has come up with a new innovative technology that enables the deaf to experience music. Can you imagine how extraordinarily amazing the idea is? It is super cool and I can see it as a new benchmark in the music industry. The idea was promoted on Coke’s existing music platform Coke Studio.
How does it even work? Well, a studio like set up was created in which a special sofa was placed. The sofa had in it hundreds of vibration engines and LED lights that sync together whenever music is played. Then there is a huge LED installation around the couch that elevates the experience visually and the LED screen at the front displays the video while the guitars, drum kits and a keyboard are placed in the room to make it look like a real studio. Now just think about how beautiful the experience would be when someone with impaired hearing ability would sit in that couch and feel the music for the first time. I cannot even think about their happiness at the moment. It certainly would be priceless, I am sure.
This technology was first invented in China and Coke Studio is the first one to adopt it to facilitate the hearing impaired people. This is a joint collaboration between Coca Cola Pakistan and Deaf Reach School.
“Coca-Cola, because of its all-inclusive brand trait, revolves around bringing people together. It shrinks social barriers and encourages people to share their emotions and experiences. However, despite reaching the masses, an estimated 9 million of our population have some form of hearing impairment, and have not experienced the magic of Coke Studio. We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past 8 years,” said Mr. Rizwan U. Khan, GM Coca Cola Pakistan.
While sharing his feelings on the occasion, Mr. Richard Geary, Director and founder of Deaf Reach Program said, “Our collaboration with Coke Studio reflects our approach towards opening new experiences for the Deaf Community and creating enabling opportunities for their inclusion and success. Coke Studio’s new initiative will not only draw a circle to include those who are often marginalized, but serve to create more awareness and acceptance from the mainstream audience, helping them to better understand the challenges faced by those with a hearing impairment.”
Coke Studio 9 is expected to go on air in early August. We wish Coke Studio and Deaf Reach Program all the very best for this remarkable initiative and expect other brands to come up with something constructive rather than just a run of the mill campaign next time.
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