A few weeks back IG had reported that Vijay will be the face of a national telecom company, and it is now official! The Ilayathalapathy of Tamil cinema has signed an endorsement. Tata Docomo from Tata Teleservices Limited has roped in Vijay as its brand ambassador.

The contract is for a period of a year in which the actor will be seen endorsing the products and services of Tata Docomo in Tamil Nadu. Speaking to IG on this, Vijay said, "Yes, I will be doing a telecom commercial, I will be endorsing the products of Tata Docomo and I am very much thrilled about it".

Rajan Gupta, Chief Operating Officer, Tamil Nadu Circle, Tata Teleservices said, "We are delighted to have Vijay as our brand ambassador. He is an extremely passionate, versatile and talented film star in south and we believe his uber cool charm and mass appeal brings in a perfect connect with our brand.'

It may be mentioned that Vijay is choosy about the brands he endorses for and has so far, appeared only in a leading soft drink and a jewellery ad predominantly. Very few stars from K'wood have been approached for telecom commercials in the past, namely, Madhavan, Suriya and Karthi.

Docomo is known for its varied concepts in branding and Ranbir Kapoor endorses the brand up north. We'll have to wait to know the concept the brand introduces in the south with Vijay as the brand ambassador.