New Delhi, Nov. 10 -- Brands are being offered a place inside the student workout, not just an advertisement beside it. Campus wellness groups combine social activities with an organised route for companies to reach participants through events, free products and chapter leaders.

The model received fresh attention in The Wall Street Journal's November 9 CMO Today newsletter, which highlighted Will Groff's reporting on student wellness organisations. The commercial opportunity is also explicit in The Wellness Society's own partnership material, which sells access to a community that meets in person and talks to friends afterwards.

That combination does not make every club member a paid ambassador. It does create several distinct relations...