It was the police officer's role in Gowtham Menon's Kaaka Kaaka that made Surya a star. It also gave him a 'cool' image.
His role as a student leader in Mani Ratnam's Aayutha Ezhuthu consolidated this image. The many endorsements that have come his way are indicative of what a hit he is with youngsters.
The latest to endorse him as a brand ambasaador for South India is TVS StaR, a 4-stroke 100 cc motorcycle.
According to Prasad Narasimhan, Vice President (Marketing), TVS Motor Company, the company chose "the young and sensational Tamil matinee idol" for "his youthfulness, style and athleticism."
Surya formally unveiled the TVS StaR to the public at a glittering entertainment event at the Chennai Trade Centre on Sunday. TVS StaR was launched in North India earlier, and has sold over 100,000 bikes already.
