Air India, the country’s largest international carrier, has assigned its creative duties to the McCann Worldgroup.

The agency won the business after a multi-agency pitch. Prasoon Joshi, CEO and CCO at McCann Worldgroup India and chairman, Asia Pacific, confirmed the news to e4m.

The development comes as the Tata Group gears up to consolidate its entire airline business under Air India.

The size and tenure of the account were not immediately clear.

Air India has recently onboarded London-based brand and design consultancy firm Futurebrands to design its new branding strategy. Futurebrands has worked on rebranding exercises for brands like American Airlines and the British luxury auto brand Bentley.

Earlier this year, the airline company hired former MakeMyTrip executive Sunil Suresh as its chief marketing officer. Seasoned marketer Colin Neubronner, who has worked with brands like Singapore Airlines and Jet Airways also joined the company's brand team.