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 [Get Quote], 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.