Pakistan International Airlines (PIA) has landed in hot water after a social media post meant to celebrate the resumption of its European flights triggered widespread criticism. Prime Minister Shehbaz Sharif has ordered an investigation into the incident following public outrage, as reported by Geo TV.

The post, shared on PIA’s official X account, featured an image of a plane appearing to fly toward the Eiffel Tower, accompanied by the caption, “Paris, we are coming today.” Instead of garnering excitement, the advertisement sparked backlash, with many drawing unsettling comparisons to the 9/11 terror attacks, where hijacked planes were flown into New York City’s Twin Towers, killing nearly 3,000 people in 2001.

Deputy Prime Minister and Foreign Minister Ishaq Dar, while addressing the upper house of parliament, echoed Prime Minister Sharif’s sentiments, describing the post as an act of “stupidity.” He confirmed that an investigation has been ordered to identify those responsible for approving the advertisement. Dar also expressed concern over the insensitivity of the caption accompanying the image.

The social media gaffe quickly became a target for ridicule and criticism. Political scientist Ian Bremmer commented on Threads, “Pakistan air needs a new graphic designer,” reflecting the general sentiment online. Many social media users called out PIA’s lack of historical awareness. One user remarked, “Whoever is in charge of graphics for Pakistan Airlines needs a history lesson. What is this!”

Adding to the controversy, some users recalled a similar PIA advertisement from 1979, which featured a Boeing 747 casting a shadow over New York’s Twin Towers—a chilling coincidence in retrospect. Critics are now questioning whether the airline has learned from past mistakes.

This isn’t PIA’s first PR debacle. In 2016, the airline faced public ridicule after its ground crew sacrificed a goat on the tarmac for good luck.

The latest controversy comes at a crucial time for PIA, as the European Union recently lifted a four-year ban on the airline over safety concerns. The ban’s removal allowed PIA to resume flights to Paris, with its Islamabad-Paris route relaunching on January 10. However, the poorly executed celebration of this milestone has overshadowed what could have been a significant achievement for the airline.