/THESIS
Why We Started
In 2016, we launched Lazy Eight in India—the world’s largest free market democracy, home to 1/6th of humanity. Half its population was under 30, and one in two households was climbing to upper-middle income. This was new India: young, educated, discerning—a market hungry for aesthetics, authenticity, and brands that resonate, not shills. We saw a chance to channel Indian creativity—vibrant, resourceful, and unmatched—into building brands for this rising powerhouse.
Over 400 brands later, we’ve done just that: launching disruptors that define markets, rewiring legacy giants for tomorrow, and propelling international players into India’s complex landscape. That work—spanning India’s vast socio-economic spectrum, from startups to stalwarts, villages to metros—gave us a rare lens. Navigating such diversity honed our ability to craft brands that connect across cultures, incomes, and aspirations, driving close to $250B in enterprise value along the way.
Where We’re Going: The Agency of Tomorrow
Our journey sparked a bigger question: how should creative agencies evolve in a world reshaped by technology and human ambition? Since 2016, we’ve been exploring that future, and we’ve distilled it into eight principles—our Lazy Eight thesis for building brands that thrive tomorrow. Here’s what we see:
But India was just the beginning. From our roots in New Delhi, we’ve taken that perspective global, expanding to Dubai, New York City, and Singapore. What started as a mission to harness Indian ingenuity for new India is now a worldwide ambition—blending that unique lens with a vision for the future of creative agencies everywhere.
001/ Technology First, But Human-Led
The future isn’t about machines replacing people—it’s about intelligent systems amplifying what humans do best. Automation can churn through data and streamline workflows, but it’s the seasoned specialist who turns insights into ideas that stick. We envision a model where tech offloads the mundane—repetitive tasks, rote analysis—freeing experts to lean into empathy, intuition, and raw creativity. As algorithms get smarter, only those with deep experience, refined taste, and genuine relationships will wield them effectively, crafting brands that feel human, not robotic.
003/ Impact Over Hours
The old economics of billable hours and headcounts don’t hold up when technology can do more with less. We’re pushing for a new metric: impact. Value comes from outcomes—launching a brand that disrupts, transforming a legacy player into a contender—not from how long it took to get there. Automation’s efficiency should fund what matters: bold experimentation, deep partnerships, and results that last. It’s a model that rewards creativity over clock-watching, aligning agencies with clients on what truly moves the needle.
002/ Fluid Structures
004/ Convergence of Craft
The lines between disciplines—design, technology, strategy, even policy or legal—are blurring. We see a future where these specialties don’t just coexist but converge into a unified craft. Imagine a team where a designer’s aesthetic eye informs a technologist’s code, and a strategist’s foresight shapes both. This holistic approach tackles complex problems—global launches, cultural pivots—with solutions that are seamless, innovative, and deeply resonant. It’s not about doing more; it’s about doing it smarter, together.
005/ Beyond the Paycheck
Over 400 brands later, from disruptors defining markets to legacy giants rewired for tomorrow and international players propelled into India, we’ve helped drive close to $250B in enterprise value. India’s vast socio-economic spectrum—spanning startups to stalwarts, villages to metros—gave us a rare lens: a deep understanding of how brands connect across cultures, incomes, and aspirations. That was our proving ground. Now, from our roots in New Delhi, we’re taking that vision global, with a presence in Dubai, New York City, and Singapore.
/006 Global Collaboration
Geography’s grip is loosening. Technology lets us tap talent and perspectives from anywhere—think late-night brainstorms across time zones or local insights shaping global campaigns. We envision distributed teams that blend diverse skill sets and cultural lenses into something richer than any single-office setup could achieve. It’s not just about access to experts; it’s about weaving a tapestry of ideas that’s as varied and vibrant as the world we’re building for.
/007 Constant Evolution
Over 400 brands later, from disruptors defining markets to legacy giants rewired for tomorrow and international players propelled into India, we’ve helped drive close to $250B in enterprise value. India’s vast socio-economic spectrum—spanning startups to stalwarts, villages to metros—gave us a rare lens: a deep understanding of how brands connect across cultures, incomes, and aspirations. That was our proving ground. Now, from our roots in New Delhi, we’re taking that vision global, with a presence in Dubai, New York City, and Singapore.
/008 Educating Tomorrow's Clients
Too many clients still cling to outdated yardsticks: big teams, long hours, endless meetings. We’re here to change that. Small, skilled crews—virtual, flexible, laser-focused—can outpace lumbering giants, but it takes vision to see it. We’re committed to showing why leaner models deliver more: precision over padding, results over rituals. It’s about building trust through tangible wins, proving that in a tech-augmented world, quality and agility trump scale every time.
Why It Matters
Our story began in India—a kaleidoscope of creativity and complexity that taught us how to build brands for anyone, anywhere. That lens, forged across over 400 brands and $250B in value, now shapes our global mission—from New Delhi to Dubai, New York to Singapore. We’re not just an agency; we’re a movement toward a future where technology amplifies humanity, not eclipses it.
We’re chasing a singularity: a tipping point where tech’s power meets human expertise—empathy, trust, and ingenuity—at its peak. It’s a world where brands don’t just compete; they connect, endure, and inspire. That’s the tomorrow we’re building, one bold idea at a time.
