Pakistan International Airlines (PIA) recently faced widespread criticism over a promotional advertisement intended to celebrate the resumption of flights to Paris. The ad, depicting an aircraft flying towards the iconic Eiffel Tower, quickly gained traction on social media, amassing over 21 million views. However, the imagery drew swift and severe backlash from users who found it reminiscent of the 9/11 terrorist attacks. This controversy has ignited discussions on PIA's marketing strategies and their cultural awareness.
The advertisement, captioned "Paris, we're coming today," was published on social media to mark PIA's renewed flight operations to Paris. Unfortunately, the portrayal of a plane flying towards a major landmark evoked memories of the tragic 9/11 attacks. On that day in 2001, hijackers crashed passenger jets into the World Trade Center in New York and the Pentagon in Washington DC, claiming nearly 3,000 lives.
"one user wrote on X."
"fire your marketing manager"
These comments reflect the sentiment of many users who found the advertisement's imagery inappropriate and insensitive. The historical context further complicates the issue, as Pakistan was connected to key figures involved in the 9/11 attacks. Khalid Sheikh Mohammad, alleged mastermind of the attacks, was arrested in Pakistan in 2003, and Osama bin Laden, the leader of al-Qaeda, was killed by US troops in Pakistan in 2011.
In light of the backlash, Prime Minister Shehbaz Sharif has ordered an investigation into the advertisement. Deputy Prime Minister Ishaq Dar has also joined in criticizing PIA's decision to release such contentious content. The airline is no stranger to controversy; in 2017, staff notoriously sacrificed a goat to ward off bad luck following a plane crash, and in 2019, PIA made headlines for instructing flight attendants to slim down or face grounding.
The current debacle has sparked broader conversations about PIA's marketing approach and its sensitivity to cultural and historical contexts. The ad was meant to be a straightforward message of connectivity and service resumption but ended up highlighting significant lapses in judgment and awareness.