Pakistan International Airlines (PIA) recently found itself in hot water after the launch of an advertisement promoting its Islamabad to Paris route. The ad showcases an image of a plane that seems to be heading towards the Eiffel Tower, along with a caption, ‘’Paris, we are coming today.’’ While the purpose of the advertisement was to highlight the airline had resumed its operations in Paris, the image drew a lot of backlash for its insensitivity.

Netizens link ad with 9/11 terror attack

The advertisement has ignited outrage online, as many of them have found striking similarities with the tragic terror attack of September 11, 2001. Critics highlighted that the visuals of a plane approaching a famous landmark have a resemblance to World Trade Center attacks. Social media users were quick to point out the ad and criticise it for its poor judgment. One user commented, ‘’A PR team gave clearance to this? They do not learn from history?’’ Another one wrote, ‘’Probably not the best graphic Pakistan International Airlines could’ve chosen’’. The Internet was flooded with memes and spoofs and has further intensified the controversy.

This isn’t the first time that PIA has been in the news for its marketing controversy. In 1979, the airline released an advertisement highlighting a jetliner shedding a shadow over the Twin Towers of the World Trade Centre. Though the ad was created decades ago before the 9/11 incident, this historical ad has reappeared in the wake of PIA’s latest blunder, attracting public backlash.

Despite the criticism, PIA’s first flight to Paris went ahead as planned after the European Union Aviation Safety Agency (EASA) lifted its four-year plan. The airline is yet to issue a clarification on the uproar. 

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