Controversial PIA Ad Sparks Outrage Amidst Celebrations of EU Flight Resumption

Pakistan International Airlines (PIA) stirred controversy with an advertisement posted on X on January 10, which depicted a plane flying towards the Eiffel Tower with the words "Paris, we're coming today." The ad intended to celebrate PIA's resumption of flights to European Union countries after a four-year hiatus. This resumption followed a ban imposed by the bloc's aviation safety agency in 2020, causing significant financial losses for the airline. However, the ad has drawn criticism from various quarters, including government officials and social media users.

PIA's return to the EU skies marks a significant milestone for the airline, which faced losses of nearly US$150 million annually due to the ban. The European Union's aviation safety agency had grounded the airline following a tragic crash in Karachi in 2020 that claimed 97 lives. The incident prompted an investigation revealing that about a third of Pakistani pilots had cheated on their pilot's exams, further tarnishing the airline's reputation.

Despite its intent to promote PIA's European flights using one of the world's iconic landmarks, the ad was met with widespread criticism. Deputy Prime Minister Ishaq Dar labeled the advertisement as an act of "stupidity," while Pakistan's Prime Minister called for an inquiry into the matter. Social media users echoed these sentiments, expressing outrage over the perceived insensitivity of the portrayal.

PIA spokesperson Abdullah Hafeez defended the advertisement, clarifying that it was never meant to offend. He stated, "We want to make it clear that we had no intention to hurt the feelings of anyone." Hafeez further explained that the Eiffel Tower was chosen as it represents one of the best places in the world.

“We apologise to those who feel the advertisement hurt them” – Abdullah Hafeez

Notably, despite the backlash and calls for removal, the advertisement remained online, garnering over 21.2 million views. This decision to keep the ad visible suggests an attempt by PIA to maintain transparency and address public concerns directly.