Up for grabs

Now it's the turn of Tamil stars to take to endorsement in a big way. `Ilayathalapathi' Vijay who's rooting for Coca Cola, first appeared in an advertisement shot by Rajiv Menon. It was picturised on a `gaana' tune, which has become the campus-rage. However, in the latest Rajiv Menon commercial, the `gaana' has been taken to the next level of sophistication with model Katrina Kaif pirouetting to the music.

`Run' star Madhavan has become the brand ambassador for Airtel and Bajaj for the South. Prasanth has tied up with Hero Honda. However, Ajith is yet to join the bandwagon. He has, so far, not endorsed any product.

Among the actresses, Simran teamed up with Fanta and then went on to model for Jeeva soap. Colleague Jyothika took to Idhayam cooking oil and Paragon slippers in a big way. `Chithi' Radhika vouches for a milk brand. Meena too seems to have tuned into this money-making mode, by endorsing yet another brand of cooking oil.