Kolkata/IBNS: BharatPe Group today announced that it will be rebranding PAYBACK India, the country’s largest multi-brand loyalty program to Zillion, the company said in a press release on Thursday.

This new brand identity is in line with the company’s vision to make Zillion ubiquitous to loyalty and rewards across the country.

The new brand identity aims to target customers across age groups and add a new dimension to their overall shopping experience, across categories and brands.

Zillion will offer a wide range of options for customers to earn and redeem at a wide range of partners across the country.

The customers will be able to earn ‘Zillion coins’ for their routine spends, that will in turn add a moment of delight in their life.

The Zillion logo incorporates this, signifying experiencing joy of spark and finding ‘aha’ moments everywhere.

Customers will be able to earn Zillion coins across the network of offline and online partners, including groceries, fuel, entertainment, travel, apparel and more. The new web address for Zillion is https://zillionrewards.in/.

Speaking on the rebranding, Zillion Chief Executive Officer Rijish Raghavan said, “The new brand identity marks a transformational shift in our strategy from being a niche loyalty program to one with an extensive range of partners, across categories.”

The new name and identity will also help us connect better with a wider range of customers - including Gen Z and Millennials, he said.

BharatPe Chief Marketing Officer Parth Joshi said, “Zillion has been created keeping in mind the customers of today - it is young, bold and energetic and aims to add a spark of joy in the customers’ lives, every day. We are confident that this new version of the brand will appeal to a wider customer base and will be able to deliver more aha moments and make every day special for the customers. We will be launching marketing campaigns in the coming months to build awareness about Zillion and drive consumer engagement.”

Zillion (erstwhile PAYBACK India) is a unique multi-brand loyalty program, designed to engage with customers and reward them for their purchases with loyalty coins that can be redeemed later, according to BharatPe.

Currently, its members can earn coins at 50+ brands – in-store & online and redeem them at select partners or for products and vouchers from leading brands.

The partners of Zillion include renowned brands from multiple industries including retail, fuel, banking, payments, entertainment, hospitality and travel. Some of its key partners include HPCL, BookMyShow, American Express, Amazon, Flipkart and many more, it said.