A recent advertisement by Pakistan International Airlines (PIA) has sparked widespread criticism for its controversial depiction of a plane flying towards the Eiffel Tower.
This ad surfaced as the airline resumed flights to Europe after a four-year ban, raising concerns about its timing and the visual messaging it portrayed.
Ad Under Fire
The image shared by PIA featured a jet seemingly headed straight for the iconic Paris landmark, set against the backdrop of the French flag.
The accompanying caption, “Paris, we’re coming today,” quickly drew backlash from social media users.
Critics were quick to point out the unsettling similarity between the ad’s imagery and the tragic events of 9/11, where airplanes were used in terrorist attacks on prominent buildings.
Omar R Quraishi, a Pakistani PR expert and former adviser to politician Bilawal Bhutto Zardari, labeled the campaign as “completely tone deaf.”
He took to X, saying, “Did the person who designed this graphic not see a PIA plane heading for the Eiffel Tower?
Do they not know about 9/11? Did they not think this would be perceived in a similar way?”
Others shared similar concerns, with one user commenting, “Did no one learn about product placement?” and another questioning the designer’s choices.
Backlash and Setbacks
The ad’s misstep comes at a delicate time for PIA.
After a four-year ban on flights to the EU, UK, and US, the airline had just begun to rebuild its reputation.
The ban was initially imposed in 2020 following a deadly plane crash in Karachi, which resulted in the loss of 97 lives.
The crash was attributed to pilot error, leading to a major investigation that revealed widespread cheating on pilot exams in Pakistan.
PIA responded by grounding 150 pilots suspected of lacking proper qualifications.
Abdullah Hafeez, a spokesman for PIA, assured the public that the airline was committed to ensuring only qualified pilots would operate flights.
However, the ban cost the airline approximately £123 million in annual revenue.
The Road Ahead for PIA
Despite the controversies, Prime Minister Shehbaz Sharif expressed optimism over the airline’s return to European skies.
The flight from Islamabad to Paris was fully booked, with over 300 passengers on board.
Defence Minister Khawaja Muhammad Asif emphasized the importance of expanding PIA’s operations to other European destinations in the near future.
Additionally, the inaugural flight from Gwadar’s new airport, located in southwestern Pakistan, marked another milestone for the country’s aviation sector.
The airport, a Chinese-funded project, is part of a larger economic initiative connecting Pakistan with China.
The launch of international flights from this airport further signals a shift in Pakistan’s aviation industry.
With efforts underway to restore PIA’s reputation, only time will tell if the airline can recover from this latest controversy and strengthen its position in the international market.