TVS Motor Company, one of India's leading two-wheeler manufacturers, Sunday named Tamil matinee idol Surya as its brand ambassador to promote its new four-stoke 100cc motorcycle "StaR".

TVS StaR, backed by fuel economy and rugged looks, is targeted at the urban and semi-urban biker and has been a rage in south India since its launch a few months ago.

"Surya was our obvious choice. His youthfulness, style and athleticism exemplify the brand attributes of TVS StaR, which is built around toughness and style," said Prasad Narasimhan, vice-president (marketing) of TVS Motors.

Surya, who formally unveiled the deluxe version of StaR at a function here, will star in a new television and print media campaign to promote the bike.

The company also announced the institution of TVS Seyal Veeran Award to recognise heroic deeds by ordinary people.

Surya presented the first award to fisherman Anand Kumar for his work in rehabilitating his village Akkarapettai in the wake of the Dec 26 tsunami.