About us
The 33 Collective
The 33 Collective is a creative agency that connects brands to audiences through celebrity, storytelling, and strategic cultural insight. We build meaningful partnerships that resonate – especially with the global South Asian community. Whether you’re launching a luxury label, a lifestyle campaign, or a mass-market product, we help your brand gain authentic exposure, tap into influence, and create culturally relevant partnerships that drive results.
With direct access to the region’s most influential Indian talent – from micro-influencers to A-list celebrities, we deliver strategic collaborations that blend cultural relevance with data-led impact.
Our purpose is to help brands engage with the South asian community
Our Story
Before Netflix, before YouTube, before streaming changed everything—there was Channel 33.
For every Indian family that landed in the UAE in the ‘80s and ‘90s, Channel 33 was a window back home. It didn’t matter if you were in a bachelor accommodation in Sonapur, a modest flat in Karama, or sharing a room in Jebel Ali – Friday evenings meant Hindi movies on Channel 33. For that one night a week, we weren’t immigrants or expats – we were just people, laughing, crying, and living through stories that reminded us of home.
That number, 33, was more than a channel. It was a feeling. A frequency that connected an entire diaspora. The 33 Collective is born from that very frequency.
Our Vision
To be the definitive bridge between brands and South Asian culture amplifying stories, celebrating heritage, and elevating voices that deserve the global stage.
Mission
Our mission is to connect brands with the South Asian community through meaningful storytelling.We create culturally driven campaigns using talent and insight that truly resonate.
