If you want to set the column you filter on as a new index, you could also consider to use .filter; if you want to keep it as a separate column then str.contains is the way to go.
Let's say you have
df = pd.DataFrame({'vals': [1, 2, 3, 4, 5], 'ids': [u'aball', u'bball', u'cnut', u'fball', 'ballxyz']})
ids vals
0 aball 1
1 bball 2
2 cnut 3
3 fball 4
4 ballxyz 5
and your plan is to filter all rows in which ids contains ball AND set ids as new index, you can do
df.set_index('ids').filter(like='ball', axis=0)
which gives
vals
ids
aball 1
bball 2
fball 4
ballxyz 5
But filter also allows you to pass a regex, so you could also filter only those rows where the column entry ends with ball. In this case you use
df.set_index('ids').filter(regex='ball$', axis=0)
vals
ids
aball 1
bball 2
fball 4
Note that now the entry with ballxyz is not included as it starts with ball and does not end with it.
If you want to get all entries that start with ball you can simple use
df.set_index('ids').filter(regex='^ball', axis=0)
yielding
vals
ids
ballxyz 5
The same works with columns; all you then need to change is the axis=0 part. If you filter based on columns, it would be axis=1.