change colors of rows in gridview for selected data

private void dataGridView1_CellContentClick(object sender, DataGridViewCellEventArgs e)
       {
           int colIndex = e.ColumnIndex;
           int rowIndex = e.RowIndex;

           if (rowIndex >= 0 && colIndex >= 0)
           {
               DataGridViewRow theRow = dataGridView1.Rows[rowIndex];
               if (theRow.Cells[colIndex].Value.ToString().StartsWith("S"))   // Check Cell Value is start with S
                   theRow.DefaultCellStyle.BackColor = Color.Red;       // write Color Name as you wish
           }
       }