The Royal Bombay Yacht Club, established in 1846, is an extremely premium sailing club in Mumbai. Entry to the club is restricted only to members and their guests. The current waiting time to get a membership is 150 years - this means that first generation sailors will probably never get to be a part of this community. To fix this, RBYC is waiving off the waiting time for a 100 new members.
RBYC, in essence, is a club that celebrates the spirit of seafaring. The only real criterion for being a member is sharing that spirit. It isn't something you can buy your way into. In a series of print ads with the tagline 'Made At Sea', we position the club as one only real sailors have access to. The ads are in keeping with the brand's tone of voice of exclusivity, elitism, legacy, prestige and even a slight snobbery.