Dear Reader,

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we dive into marketers exploring Snapchat’s immersive tools to reach Gen Z in authentic, engaging ways. Then we look at gut health which if improved with small daily habits can shape long-term wellness. And finally, science is playing match maker, discover how one gene change altered the way how fruit flies fall in love. So, we have a Snapchat deep dive, improving gut health and flies in love. Happy Reading!

Kabir says: A Snapchat user, a gut doctor, and a gene scientist walk into a bar. The Snapchat user says, “I just ghosted someone halfway through a selfie.” The gut doctor shrugs, “Probably for the best. Most teenagers nowadays can’t digest real connection.” The gene scientist downs a shot and mutters, “Give it time. In a few years, we’ll just edit out the need for conversation altogether.”

DIGITAL MARKETING

Snap Chatting

Snapchat's rise as a major player in digital advertising was certainly not on anyone's 2025 bingo cards. In India, which is a massive user market for Snap, brands are lining up to tap into their 150 M active users. With a variety of options like interactive Lenses, AI-powered recommendations, and AR try-ons brands are trying to create experiences that convert. With cost-effective ad formats, lower competition, and hyper-targeting capabilities, Snapchat is becoming a strategic channel for performance marketing, particularly in fashion, edtech, gaming, and D2C sectors.

While other platforms saturate with ad fatigue, Snapchat's "experience-first" philosophy means users interact and create rather than scroll mindlessly. Some stand out examples are Nike's IPL-themed AR sneaker campaign delivering 3.5x higher engagement, Netflix with a 12% increase in signups from Snapchat referrals, and Swiggy boosting order volume by 32% with dynamic ads. Snap is no longer a fringe ad platform now, it is making its presence felt in the mainstream. 

WELLNESS

Improving Gut Health

Have you heard the often-repeated adage 'Trust your gut'? Turns out that its great advice for long term wellness as well. The gut impacts far more than just intuition, it influences immunity, mood and even brain function. It hosts thousands of microorganisms that do innumerable things to keep you healthy. 

To support this microbiome, you don't need to do anything too fancy. It's the simplest things done regularly that count: eat more fiber, stay well-hydrated to aid digestion, manage stress through techniques like meditation or deep breathing, prioritize seven to nine hours of sleep and remain physically active, combining aerobic and resistance exercises. Together, these steps help your gut flourish, enhancing overall wellness and resilience from the inside out. Perhaps we need a new gut related adage as well. 

SCIENCE

Flies In Love

Who said science can't play matchmaker? Researchers in Japan's Nagoya University have shown that a single gene can transfer a unique courtship behavior between species of fruit flies. Male Drosophila subobscura naturally regurgitate food as a gift, while the closely related D. melanogaster sings to attract females. By activating the gene in insulin-producing neurons in singing flies, scientists rewired the neural circuits, enabling them to display the gift-giving ritual for the first time.

The findings reveal that the evolution of new behaviors may not require entirely new neurons. Small genetic adjustments in existing neurons can create entirely novel strategies. This study provides a remarkable glimpse into how genetic and neural rewiring drives species-specific behaviors, offering insights into evolution, reproduction, and the origins of complex actions. I just hope they don't overdo it, we don't want a lord of the flies! 

PROMPTITUDE

Ignite Ideas, One Prompt at a Time: Use this with any LLM and learn more about Gene Editing.

As a molecular biologist and genetic engineering specialist with expertise in genome editing technologies and bioethics, create a comprehensive, beginner-friendly guide to gene editing. Define gene editing and explain how it differs from traditional genetic modification through precise DNA targeting, programmable nucleases, and therapeutic applications using clear analogies. Break down core technologies like CRISPR-Cas9, base editing, and prime editing while exploring applications from treating genetic diseases and cancer to agricultural improvements and research, addressing breakthrough treatments, clinical trials, and regulatory pathways. Detail the editing process from design to delivery and current limitations like off-target effects, and ethical considerations surrounding human enhancement, germline editing, and equitable access alongside real-world success stories in sickle cell disease and inherited blindness. Maintain a balanced, informative tone while addressing both revolutionary medical potential and important safety concerns, ensuring readers gain foundational understanding of gene editing principles and appreciation for its transformative impact on medicine, agriculture, and biotechnology.

FROM THE BOOKSHELF

To do this week: While human researchers are activating genes to induce changed behavior in fruit flies, nature too has a way of controlling the minds of insects.

Watch Here

Stay Informed, Stay Ahead!

About the author: abhinavchetan.com

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