HOCCO’s Sr Brand Manager joins Gujarat Talks OOH panel on OOH budgets & market potential

Afiya Malek, Senior Brand Manager at HOCCO, will join the panel discussion ‘Do OOH budgets justify market potential?’ at the third edition of Gujarat Talks OOH, scheduled for October 30, 2026, at Hyatt Ahmedabad. 

With over a decade of experience across brand management, digital marketing and consumer engagement, Afiya leads brand initiatives across HOCCO and Chillfi. Her work spans brand strategy, integrated campaigns, product launches, influencer marketing and digital growth, combining consumer insights with creative thinking and execution to build relevant brand experiences and drive business growth. 

With Gujarat positioned as a consumer market with high potential, and as an investment destination with major infrastructure developments in the pipeline, the discussion will examine the gap between the market potential, and the OOH budgets allotted for the state. The panel will explore talking points such as how OOH budgets are determined, what can scale these budgets, what influences marketers’ decisions to invest in specific cities and regions, and how the medium’s contribution to brand visibility and business outcomes can be evaluated, among others. Afiya’s perspective as a brand-side marketer will bring the advertiser’s lens to questions around budget allocation, market priorities and the role OOH can play in a broader media strategy. 

Gujarat Talks OOH brings together brands, media owners and industry stakeholders to discuss the opportunities and challenges shaping the state’s OOH advertising market.