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 explore how AI is shaping the future of advertising in India, delve into the latest trend of longevity travel, and break down how magnets can unlock the secret to stabilising quantum computers. Happy Reading!

India’s digital marketing spends will touch ~20B as per Bain & Company’s latest report. With more than 500 million internet users and mobile consumption leading the charge, digital marketing is seeing an increasing emphasis on personalized, data-driven campaigns. The traditional marketing strategies are making way for hyper-targeted ads that rely heavily on first-party data and AI-powered insights. Companies are diversifying their ad strategies across multiple platforms, with a particular focus on short-form video content, native ads, and programmatic buying.

In this rapidly shifting landscape, brands must constantly adapt and experiment with agile marketing tactics that drive both immediate engagement and long-term loyalty. Marketers will need to move beyond just advertising and provide experiences that connect with people on an emotional level, all while maintaining transparency and authenticity.

Longevity has moved from just being about healthy eating or fitness routines to now a travel trend. According to Esquire, longevity travel is gaining momentum in 2025 as individuals seek destinations and experiences that focus on health optimization and well-being. These wellness retreats combine medical interventions, nutritional therapy, and mental health programs to slow aging and promote longevity. The appeal of these immersive experiences is particularly strong among high-net-worth individuals and health-conscious travellers looking to invest in long-term health.

Destinations like Canyon Ranch in Tucson and Clinique La Prairie in Switzerland offer wellness programs that include genetic testing, IV hydration therapies, and personalized diet plans designed to maximize physical vitality and mental clarity. This rise in interest reflects the increasing global focus on aging well, with holistic care models becoming central to improving both physical and mental health.

A recent advancement in quantum material science promises to significantly bolster the stability of quantum computers. Researchers from Chalmers University of Technology, Aalto University, and the University of Helsinki have developed a novel quantum material that utilizes magnetic interactions to create robust topological excitations. These excitations are less susceptible to environmental disturbances, a common challenge in quantum computing.

Unlike traditional methods that rely on rare spin-orbit interactions, this approach leverages the more prevalent magnetic interactions found in many materials, making it a more accessible and scalable solution. The design naturally protects the delicate quantum properties the computer needs. This means quantum computers could soon perform complex calculations more reliably, even in less-than-perfect conditions. By constructing stability directly into the material’s design, this breakthrough paves way for practical quantum computing (although that phrase seems like a paradox at the moment)

As a world-renowned longevity travel expert, create a comprehensive, beginner-friendly guide to longevity travel. Define longevity travel and explain how purposeful travel extends healthspan using simple analogies. Cover key approaches including wellness retreats, medical tourism, Blue Zone immersions, forest bathing, and transformative healing journeys. Explain the science behind travel’s impact on longevity through stress reduction, social connections, physical activity, and cognitive stimulation. Address practical planning strategies, destination selection based on health goals, and how to evaluate authentic wellness experiences. Include diverse real-world examples, cost considerations, and common misconceptions. Maintain an engaging tone with actionable frameworks, concluding with a starter guide for planning longevity-focused journeys and resources for deeper exploration.