MUMBAI: Colors Infinity is all set to air British dramedy titled The Royals. The show will premiere on 19 May every Monday to Friday at 10 pm.
Commenting on the new show VP programming head of English entertainment Hashim D’Souza says, “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.”
Elaborating on the marketing campaign, vice president marketing head of English entertainment Sabrina D’Souza says, “The Royals, being an internationally acclaimed series, fits right in to the Colors Infinity's 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.”
Set in modern-day England, the show 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 Simonannounces 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 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 amongst others.
The channel has announced the show with 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, the channel 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.
