Pakistan International Airlines (PIA) has resumed direct flights between Islamabad and Paris, a development that marks a significant milestone in the airline’s recovery. This comes after the European Union Aviation Safety Agency (EASA) lifted a four-year ban on PIA flights in November 2024, reinstating the airline’s access to Europe. The ban, imposed in 2020, was a result of safety concerns following the revelation by then-aviation minister Ghulam Sarwar Khan that nearly 40% of pilots in Pakistan had fake licenses. This revelation, coupled with a tragic crash in Karachi that claimed nearly 100 lives, led to heightened scrutiny and restrictions on PIA.
Read More: PAF to Acquire PIA Engineering Unit for Rs 6.5 Billion
The lifting of the ban signals progress for the airline and the Pakistan Civil Aviation Authority (PCAA), which has implemented significant safety reforms to align with international standards. Alongside PIA’s return, private airline Airblue has also received authorization to operate commercial flights to Europe.
Controversial Advertisement Sparks Social Media Frenzy
While the resumption of flights to Paris is a positive development, PIA’s announcement campaign quickly stirred controversy. The airline’s official account on X (formerly Twitter) shared an advertisement featuring an image of a plane seemingly flying toward the Eiffel Tower, with the French flag in the background. The placement of the red stripe of the flag adjacent to the iconic landmark, combined with the plane’s trajectory, evoked unintended associations with aviation tragedies.
The caption accompanying the image, “Paris, we’re coming today,” further compounded the backlash. Social media users criticized the ad for its poor design choices, with many comparing the imagery to the events of 9/11. Some commenters humorously suggested altering the plane’s position or removing the red stripe, while others expressed disappointment at the lack of oversight in approving such a sensitive design.
Historical Advertising Missteps Resurface
This is not the first time PIA has faced criticism for its advertising. In the wake of the Paris controversy, users on X shared an infamous 1970s PIA advertisement that depicted the shadow of a plane over the Twin Towers in New York. Although created decades before the 9/11 attacks, the ad has since been viewed as a regrettable choice. The resurfacing of this ad alongside the Paris campaign has further highlighted the airline’s history of tone-deaf marketing decisions.
Read More: Pakistan flight departs for Paris after EU ban lifted
The backlash on social media was swift and widespread, with users calling for the ad to be removed and the designer held accountable. Comments ranged from humorous edits of the original image to serious criticisms of PIA’s branding strategy. Journalist Waseem Abbasi, among others, called for more thoughtful marketing efforts, especially given the difficulties the airline has faced in regaining international trust.