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British dramedy ‘The Royals’ to premiere on Colors Infinity on 19 May

MUMBAI: British dramedy ‘The Royals’, starring Elizabeth Hurley, is scheduled to premiere on 19 May on Colors Infinity and Colors Infinity HD.

The show will air Monday to Friday at 10 pm.

Set in modern-day England, ‘The Royals’ follows the lives of a fictional British Royal family who inhabit a world of opulence and regal tradition that caters to any and every desire, but one that also comes with the price tags of duty, destiny and intense public scrutiny.

Prince Liam is thrust into the spotlight after the death of his older brother puts him next in line to the throne. When King Simon announces that he is considering abolishing the monarchy, the manipulative Queen Helena will do whatever it takes to remain in power. This elite drama stars the ‘bedazzling’ Elizabeth Hurley, who is back on the small screen with this series as the fierce and alluring Queen Helena along with William Moseley, Vincent Regan and Alexandra Park.

Viacom18 VP – programming head of English Entertainment Hashim D’Souza said, “The Royals is a unique spin on the lives of royalty. The entertaining and glamorous series makes for good storytelling, which reflects Colors Infinity’s core programming ideal of constantly introducing fresh and bold content. Queen Helena and her family will fit right in to the Indian context of familial ties and relationships.”

The channel will promote the show through an extensive and exhaustive campaign, including an innovative newspaper jacket cover on a leading daily. From billboard innovations with paparazzi flash-lights, resembling a red carpet walkthrough for the Royals to radio campaigns including special programming where the jockeys talking about the scandals of the Royal families of various countries, the campaign extends across markets to various cities. Apart from partnerships with premium salons and Hokey Pokey outlets, it has partnered with premium bars and pubs in Mumbai and Delhi for a royal themed party on the weekends.

The social media fans can look forward to a unique contest where the winner will not only receive a once-in-a- lifetime VIP experience in London, but will also get a glimpse of the Royal life at Buckingham Palace.

Viacom18 network’s massive on-air reach further adds muscle to this integrated campaign, through spots on their popular channels like Comedy Central, Vh1 and MTV.

Elaborating on the marketing campaign, Viacom18 VP – marketing head of English Entertainment Sabrina D’Souza said, “The Royals, being an internationally acclaimed series, fits right in to the Colors Infinity banner. The scale and grandeur of the series demands the extensive campaign that we have launched, with our marketing innovations and premium partnerships. We are taking the essence of the series and serving it to the consumers as a first-hand ‘Royal’ experience.”