Background

Based on a true story, The Road To Peace is the account of the executives from both Pepsi Cola and Coke as they mostly cooperated yet plotted against each other in order to have the Pakistan and Indian leaders play into their hands to prevent an escalation of tensions about to lead to war between the two countries. The goal was to keep open the road leading between India Kashmir and Pakistan Kashmir. Their initial reason was to keep supplying beverages to prevent diminished corporate profits, but profit strategies soon turned into peace measures as both companies exercised Diplomacy II strategies.

The Pepsi and Coke executives met with government officials and leaders from both countries, highlighting the economic impact of a potential war. They also emphasized the importance of keeping the road open for the smooth functioning of their businesses. The executives pointed out that both countries were major markets for their products, and any disruption in trade would be harmful to not only their companies but also the people of India and Pakistan.

Their efforts were not in vain. The Indian and Pakistani governments, recognizing the validity of the executives’ concerns, agreed to keep the road open and maintain normal trade relations. This decision not only prevented the escalation of tensions but also helped build better relations between the two countries.

The executives’ mission was hailed as a success, with many experts citing it as an example of corporate diplomacy. The presence of the soft drink giants in the region had a positive impact on the entire situation. The media also highlighted the role played by the executives, praising their efforts in promoting peace and cooperation between the two nations.

However, in the midst of this tense atmosphere, an unexpected turn of events took place. It all started with a seemingly innocent promotional campaign by both Pepsi and Coke. In an attempt to attract customers, the two soda giants launched a joint campaign in the border towns of Pakistan and India, offering discounts and freebies for their products.

At first, the campaign seemed to be just another marketing gimmick. But as more and more people flocked to the stores, something remarkable happened. People from both sides of the border began to interact with one another, sharing stories and laughter over bottles of Pepsi and Coke.

As the campaign gained momentum, people started to realize that their shared love for these popular drinks transcended the boundaries of nationality and politics. The tension and animosity that had gripped the region started to dissipate as people from both countries bonded over a bottle of soda.

This simple gesture by Pepsi and Coke sparked something remarkable. People started to see each other as individuals rather than enemies. They began to understand each other’s perspectives and empathize with the struggles of their neighbors.

In a dramatic turn of events, the two soda rivals had inadvertently brought peace to the region, proving that sometimes even the most unexpected actions can have a great impact on the world. From that day on, the border between Pakistan and India was no longer a source of tension, but a symbol of union and friendship. And it was all thanks to a simple bottle of Pepsi and Coke.

 

 

Treatment

Film Treatment: The Road to Peace

Genre: Political Thriller / Drama
Tone: Suspenseful, diplomatic, with a touch of human warmth
Setting: 1980s, India and Pakistan, with key scenes in corporate boardrooms (New York, Atlanta), government offices (New Delhi, Islamabad), and the volatile Kashmir border.
Based on a True Story: The unexpected role of Pepsi and Coke executives in averting war between India and Pakistan by keeping the Kashmir road open, transforming corporate rivalry into a catalyst for peace.

Logline

In a high-stakes game of corporate rivalry and diplomatic maneuvering, Pepsi and Coke executives plot to manipulate Indian and Pakistani leaders to prevent war and secure their profits, only to unwittingly spark a grassroots peace movement through a shared love of soda, revealing a hidden mastermind behind the campaign.

Characters

Real-Inspired Characters (Fictionalized for Drama):

  • John Sculley (50s, Pepsi CEO): Charismatic, strategic, and ambitious. Sees the Kashmir crisis as a chance to outmaneuver Coke and cement Pepsi’s dominance in South Asia. Beneath his corporate facade, he grapples with the moral weight of using peace for profit.

  • Roberto Goizueta (50s, Coca-Cola CEO): Shrewd, calculating, with a knack for turning crises into opportunities. Determined to protect Coke’s market share, he hides a personal connection to the region from his Cuban exile past.

  • Rajiv Gandhi (40s, Indian Prime Minister): Pragmatic yet pressured by hawkish advisors. Wary of corporate influence but sees economic stability as key to avoiding war.

  • General Zia-ul-Haq (60s, Pakistani President): Stern, mistrustful, and focused on military strength. Reluctantly engages with the soda giants, suspecting ulterior motives.

Fictional Characters:

  • Ayesha Khan (30s, Pepsi’s South Asia Marketing Director): A brilliant Pakistani strategist torn between corporate loyalty and her family’s ties to Kashmir. Her innovative campaign ideas become the linchpin of the story.

  • Vikram Singh (30s, Coke’s India Operations Manager): A driven Indian executive with a chip on his shoulder, eager to prove himself against Pepsi. His rivalry with Ayesha masks a growing respect.

  • Meena Patel (20s, Kashmiri Shopkeeper): A spirited woman running a border store, caught between the tensions of war and the influx of soda promotions. Her shop becomes a neutral ground for unexpected connections.

  • Tariq Malik (60s, Mysterious Consultant): A shadowy figure hired by both companies, with unclear allegiances. His cryptic advice steers the campaign toward its surprising outcome, hinting at a deeper agenda.

Treatment

Act 1: The Powder Keg
It’s 1985, and tensions between India and Pakistan over Kashmir are at a boiling point. Skirmishes along the Line of Control threaten to escalate into full-scale war, endangering the vital road connecting India-controlled and Pakistan-controlled Kashmir. In New York, John Sculley (Pepsi) and in Atlanta, Roberto Goizueta (Coke) learn that a war could choke their booming South Asian markets, costing billions. Both CEOs see the crisis as a dual opportunity: protect profits and outsmart the rival.

Sculley dispatches Ayesha Khan to Islamabad, tasking her with lobbying Pakistani officials to keep the road open. Goizueta sends Vikram Singh to New Delhi with a similar mission for India. Both executives are instructed to use economic arguments—and subtle corporate espionage—to gain an edge. Ayesha and Vikram, aware of each other’s presence, begin a cat-and-mouse game, planting misinformation and stealing meeting schedules. Meanwhile, Tariq Malik, a mysterious consultant, approaches both companies, offering insider knowledge of regional politics for a steep price. His cryptic demeanor raises suspicions, but his intel proves invaluable.

In Kashmir, Meena Patel struggles to keep her border shop afloat amid rising tensions. Soldiers from both sides frequent her store, creating a tense but neutral space. Ayesha and Vikram, scouting the region, meet Meena and realize her shop is a microcosm of the divided communities. Tariq suggests a bold idea to both: a joint promotional campaign to flood the border with free Pepsi and Coke, framing it as a way to “soften” local sentiment and pressure governments.

Act 2: Corporate Games and Diplomatic Gambits
The campaign launches with fanfare—discounts, free bottles, and colorful stalls pop up in border towns. Ayesha and Vikram oversee operations, competing to outshine each other with flashier promotions. Behind the scenes, they escalate their corporate sabotage: Ayesha leaks a false Pepsi supply chain crisis to spook Indian officials, while Vikram plants rumors of a Pepsi boycott in Pakistan. Both meet with Rajiv Gandhi and General Zia-ul-Haq, emphasizing the economic fallout of war—lost jobs, disrupted trade, and empty shelves.

Tariq’s influence grows, feeding both sides tailored strategies. Ayesha begins to suspect he’s playing a double game, noticing inconsistencies in his advice. Vikram, meanwhile, uncovers Tariq’s past ties to a defunct CIA operation in South Asia, hinting at a hidden agenda. As the campaign gains traction, something unexpected happens: locals, drawn by free drinks, linger at Meena’s shop and others, swapping stories across the border. Indian and Pakistani families, soldiers, and traders share moments of humanity over soda, defusing local tensions.

Sculley and Goizueta, initially thrilled by the PR buzz, grow uneasy as the campaign’s grassroots impact overshadows their profit motives. They pressure Ayesha and Vikram to refocus on market dominance, but both executives, moved by the border’s transformation, resist. Ayesha discovers a coded message in Tariq’s notes, suggesting he’s manipulating the campaign for a larger geopolitical goal. She confronts Vikram, and they reluctantly team up to uncover Tariq’s true intentions, tracking him to a clandestine meeting in Lahore.

Act 3: The Surprise Unraveled
As Gandhi and Zia agree to keep the road open, citing economic stability, the campaign’s success becomes global news. Pepsi and Coke are hailed as corporate peacemakers, but Ayesha and Vikram uncover Tariq’s bombshell: he’s not working for either company but for a covert coalition of South Asian business leaders, including Indian and Pakistani tycoons, who orchestrated the campaign to force peace and protect regional trade. Tariq, a former diplomat turned shadow broker, used Pepsi and Coke as unwitting pawns to amplify their message, knowing their rivalry would fuel the campaign’s scale.

In a tense showdown at Meena’s shop, now a symbol of unity, Ayesha and Vikram confront Tariq. He reveals his coalition’s fear: a war would destabilize not just Kashmir but the entire region’s economy, threatening millions of livelihoods. The soda campaign was a calculated distraction, leveraging corporate greed to spark human connection. Meena, overhearing, shares how her shop became a bridge for Indian and Pakistani customers, proving Tariq’s gambit worked.

In the final twist, Sculley and Goizueta, unaware of Tariq’s scheme, take credit for the peace talks’ success, basking in media praise. Ayesha and Vikram, sworn to secrecy by Tariq, return to their roles, forever changed by the realization that their rivalry fueled a greater good. The film closes with Meena serving soda to a mixed crowd of Indians and Pakistanis, the Kashmir road bustling with trade—a quiet testament to an unlikely peace.

Themes

  • Corporate Ambition vs. Human Connection: The tension between profit-driven motives and unintended acts of unity.

  • Diplomacy’s Unlikely Heroes: How ordinary people (Meena) and flawed executives (Ayesha, Vikram) can shape history.

  • The Power of Shared Moments: Small gestures, like sharing a drink, can dismantle deep-seated divides.

Tone

The film blends the slick, high-stakes vibe of a corporate thriller (tense boardroom scenes, shadowy espionage) with the vibrant chaos of South Asian border towns (bustling markets, colorful soda stalls). Suspense builds through Ayesha and Vikram’s rivalry and Tariq’s enigmatic presence, contrasted with warm, human moments at Meena’s shop. The surprise ending lands with emotional weight, revealing the hidden coalition without villainizing any party

Surprise Ending Impact

The revelation of Tariq’s coalition recontextualizes the entire story, shifting the narrative from corporate cunning to a broader, altruistic conspiracy. It leaves audiences questioning who truly holds power in global conflicts—corporations, governments, or unseen coalitions—and celebrates the unintended beauty of human connection sparked by a simple soda campaign.