Social media users can't seem to get enough out of “Mehram”, the latest song released by Coke Studio on Friday. Featuring musician Asfar Hussain and Grammy nominated singer Arooj Aftab, the song speaks about the emotional carnage of loss and abandonment.

Twitter users termed the duo of Hussain and Aftab “iconic” and found the song to be “enchanting.”

One user called the song “hauntingly beautiful” and another claimed that listening to it gave them goosebumps.

Coke Studio shared a behind the scenes video from the song's recording process, where music director Xulfi spoke about the creation of Mehram. “I wanted a song that’s heart wrenchingly beautiful,” he can be seen telling Hussain on a phone call. Hussain wrote the lyrics of Mehram himself.

“For me, Asfar Hussain’s writing is exactly that. I called him and explained to him a story that I had in mind. That day we both broke down talking about the narrative and I knew we were onto something honest and magical,” he said.

According to associate music producer Abdullah Siddiqui, Mehram is “collapse-on-the-ground-earth-shatteringly-devastated.”

Xulfi believes that Aftab adds her musical sensibilities to the song. She’s the voice that tells the story of abandonment in a heartfelt manner.

Social media users not only loved the singing, but they also praised the set and cinematography. According to production designer Hashim Ali, the visuals are inspired by the story of Chaand and Chakor, which is a folklore about a bird in eternal search for the moon that it can never reach.