BharatPe Revamps India’s Largest Multi-Brand Loyalty Program

BharatPe Group, one of India’s fintech leaders, will rebrand PAYBACK India, the country’s largest multi-brand loyalty program. The new program will be called Zillion and is designed to broaden the loyalty program’s audience. 

The Zillion program will allow members to earn “Zillion Coins” on purchases across its portfolio of partners across India. The goal of earning and redeeming Zillion Coins is to spark joy and delight in members’ lives with every purchase. The company added this idea to its logo to signify finding “aha” moments everywhere. 

"It has been a long and satisfying journey for us, building PAYBACK over the years as India's largest loyalty program with over 130 million customers. Today marks a landmark day as we begin a new era in our journey - as Zillion. 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. Our objective is to make Zillion a de facto customer delight tool for retailers across the country. I am confident that Zillion will emerge as the preferred loyalty program for millions of customers in the coming months," says Rijish Raghavan, CEO of Zillion. 

The company is confident the revamped loyalty program will appeal to a wider and younger customer base and drive higher levels of engagement. Users can join the program using the free Zillion app. 

 

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