Youth South Indian stars like Prabhu, Vijay, Madhavan and Prasanna who have become the go to guys for jewellery brands. The latest to join the bandwagon is Surya who has replaced Illaiyaraja for a Jewellery brand. The trend began mainly because one brand chose to do it and the competitors not wanting to be left behind followed their lead and now brands wants to showcase its range of jewellery then female actress and models are still the best in the ad market.