In this paper, we report the development of rod-shaped semiconductor nanocrystals (quantum rods) as fluorescent biological labels. Water-soluble biocompatible quantum rods have been prepared by surface silanization and applied for nonspecific cell tracking as well as specific cellular targeting. Quantum rods are brighter single molecule probes as compared to quantum dots. They have many potential applications as biological labels in situations where their properties offer advantages over quantum dots.