Ethnic market MVNO Nomi Mobile, which runs on Vodafone, is to spend up to £2 million on its first marketing campaign since its October launch.
The campaign launched on bus stops and billboards in big urban centres across the country this week, as well as ethnic television and radio.
Nomi Mobile is pitching to the Asian, African, Eastern European and Latin American markets with its marketing.
Nomi Mobile chief executive Stuart Eve (pictured) said: "We haven’t done anything like this yet; we wanted to get the product out to the market first."
Nomi Mobile has also added 1,400 Martin McColl newsagents to its SIM pack and top-up distribution list.
It claims 80,000 outlets for top-ups and 40,000 for SIM packs. It has tie ups with the Post Office, Sainsbury’s, Netto, Co-Op, Londis, Costcutter, Spar and Budgens.
Eve added Nomi Mobile’s distribution deal with ethnic market rival Lycamobile will continue.
But he said distribution via Lycamobile’s channels is reducing month-on-month as a percentage of Nomi Mobile’s total distribution.