Stepping into the Continent’s Political Minefield – Etihad’s Independence Day faux-pas

When I was growing up and in the Gulf, I was often told by my father, “don’t talk about three things.” Those three things were politics, religion and sex. One was to never go against this cardinal rule. Of course, rules are made to be broken. But there’s a difference between when an individual does this, and when a corporation gets it wrong.

The past couple of days are important for our friends from the Asian sub-continent. The 14th of August is the commemoration of Pakistan’s independence from the British Empire. The very next day, the 15th of August, is symbolic for Indians as the date of India’s independence. Both countries are neighbors, but due to history and politics their relationship hasn’t always been neighborly.

Etihad stepped into the political minefield yesterday. The national airline was ostensibly trying to do the right thing by reaching out to Indian nationals and wishing them a Happy Independence Day. Over and above the emotional aspect of the occasion, the move makes perfect sense – Etihad has a sizable stake in the Indian airline Jet Airways, and Indians make up over a third of the UAE’s population. The post, on Etihad’s LinkedIn page, should have been welcomed by all.

Etihad's Happy Independence Day message to India... It's a shame Etihad forgot to do the same for Pakistan the day before.

Etihad’s Happy Independence Day message to India… It’s a shame Etihad forgot to do the same for Pakistan the day before.

However, Etihad forgot one thing. They hadn’t posted the same for Pakistan the day before. Reading through the comments and it’s clear that the Pakistani nationals have found umbrage with Etihad’s faux-pas. While the majority of responses are positive, those from Etihad’s Pakistani national followers speak for themselves.

Etihad's move to wish well to India and not to Pakistan for their respective Independence Days didn't go down well with the airline's Pakistani fans

Etihad’s move to wish well to India and not to Pakistan for their respective Independence Days didn’t go down well with the airline’s Pakistani fans

It’s an easy mistake to make in a country which is home to over 130 different nationalities, but when you consider that Pakistani nationals make up a sizable percentage of the UAE’s population (probably 10 to 15 percent), plus the history between the two nations, maybe Etihad would have been best advised to either go all in or not wish anyone a Happy Independence Day. As is, a simple omission can lead to the loss of both business and reputation among a key segment of the population.

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