THE recent social media post by Pakistan International Airlines (PIA) announcing its rehabilitated flight route to Paris has sparked widespread discussion. The post, featuring a plane flying towards the Eiffel Tower with the caption ‘Paris, we’re coming’ and the French flag in the background, stirred quite a controversy globally. Many accused the airline of insensitivity, drawing parallels to the infamous 9/11 incident.

As a marketing professional born and raised in Toronto, I see the PIA post as a valuable case study in the dynamics of marketing and its potential pitfalls. When large corporations need marketing content, they often partner with external agencies to generate ideas and execute creative campaigns. This may well have been the case with PIA.

The resulting image certainly succeeded in grabbing attention, but, unfortunately, it also inadvertently triggered negative emotions. The post became a misstep that crossed into culturally insensitive territory. While the imagery seems like an oversight, a follow-up post with a similar style — this time stating, ‘Paris, we have arrived’, suggests there might be more at play.

In marketing, attention is a prized commodity, and any publicity — positive or negative — can drive engagement. Could this have been an intentional move to generate buzz? While I am inclined to give PIA the benefit of the doubt, it is worth noting how tight deadlines and a focus on producing bold content can sometimes overshadow careful conside-ration of context.

Having worked closely with creative heads in agencies, I have observed that many thrive on pushing boundaries. Creative directors often try to challenge norms, take bold steps while targeting memorable campaigns. While this risk-taking mentality can lead to innov-ative ideas, it also comes with the resp-onsibility of ensuring that content aligns with cultural sensitivities.

In this case, the choices feel particularly ill-conceived. For those of us shaped by global events, such visuals evoke deeply unsettling associations. This highlights the importance of balancing creativity with cultural awareness.

The creative process should involve thorough reviews to ensure that content resonates positively with its audience. While taking bold steps can differentiate a brand, it is essential to consider the emotional and cultural impact of the messaging.

Ultimately, PIA’s Paris announcement serves as a reminder that in the quest for attention, brands must tread carefully. Attention is valuable, but the way it is garnered can make or break a brand’s reputation. For marketers, this incident reinforces the importance of balancing creativity with context and always being mindful of the world in which they function.

Hashim Rizvi
Toronto, Canada

Published in Dawn, January 17th, 2025