MUMBAI: Comedy Central, the English comedy channel from the Viacom18 stable, has awarded its creative mandate to Cactii Communications.

"The agency will look after the creative initiatives across platforms of ATL and BTL. Cactii has already started work on new launches and new blocks," Viacom18 vice president and general manager - English entertainment Ferzad Palia said.

BBH, which was recently bought over by Publicis globally, was hired for the channel's launch project. Post the launch, Comedy Central called for a multi-agency pitch and zeroed in on Cactii in the end. Its duties include handling all ad-related work for the channel across media and merchandise.