Being associated with a brand is no new phenomenon for a celebrity. The twist, however, is that celebrities do not mind jumping from one brand to another, making almost the same promises for different brands. In a marketing coup of sorts, Dixcy Scott innerwear has managed to rope in Salman Khan as their brand ambassador. And Zarine Khan (of Veer fame) has replaced Katrina Kaif as the face of Sweet Dreams, another lingerie brand. But Khan, till barely a year ago, was promoting Dollar Club innerwear. Ad guru Pralhad Kakkar says that brands are always on the hunt for a celebrity whose personality will rub off on their product. ?The celebrity has to be of the right ?fit?,? says Kakkar.