Ace kollywood star Illayathalapathy Vijay will endorse Tata Docomo from Tata Teleservices Limited. The contract is over a one year period. The news was confirmed by the actor himself and Ranjan Gupta, the Chief Operating Officer, Tamil Nadu circle.  "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.'', said Mr Gupta. Vijay who is very choosy about brands that he edorse is lately the brand ambassador of a leading soft drink company and a jewelley brand.