After wowing audiences with his swashbuckling performance in Gajini, Surya is the great heartthrob right now. Companies making a beeline at his door offering endorsement contracts is therefore inevitable. He appeared for Pepsi with Madhavan and currently features in the TVS bike campaign. The latest to join his kitty is the offer to promote Sunfeast brand of products from ITC. Surya has a popular following not just in the cities but also in the rural areas. The company hopes to capitalize on his popularity to penetrate the southern districts. While Shah Rukh does the act for the Hindi belt, it will be Surya for the South. It is interesting to note that Surya’s contemporary, Vijay had earlier endorsed Sunfeast biscuits. Even Superstar Rajini’s Chandramukhi was co-branded with Sunfeast. Mr. Devarajan Iyer, Brand Manager, ITC, expressed happiness about the association.