MUMBAI: AETN-18, a joint venture between A & E Networks and TV18, has awarded creative duties for the soon-to-be-launched History Channel in India to McCann Erickson.

The agency will work on the launch communication strategy for the channel in India. The appointment comes after a multi-agency pitch.

Says TV18 President A+E Networks Ajay Chacko, "History has always been associated with the past, but with the new channel, we hope to change people‘s perception of History. The channel today is contemporary. It is also about action, thrill and adventure as much as it is about events and people that have shaped our lives. With the right blend of strategic insight, cutting edge creative and innovative thinking, we are happy to have McCann Erickson partner us best in our ndeavor to position History as the most relevant and engaging factual entertainment channel."

Adds McCann Worldgroup India executive chairman Prasoon Joshi, "I‘m very excited with our partnership with History Channel and I‘m looking forward to doing great work together, especially because the AETN-18 team believes in out of the box thinking."