Recently he was in the capital to announce his association with one of the biggest brand Pioneer.

Says Shahid, "I have always felt the need to attach myself to brands that exemplify the core values that I try to live up to in everyday life - growth, innovation, professionalism and touching people's heart."

The reason why Pioneer signed him is because being a youth icon already, he relates big time to music, dance and masti,

Says a source, "Shahid has been signed on as the Brand ambassador for Pioneer.

Apparently its for their music systems because Shahid is synonymous with music and fun and the youth.

This line caters to the youth that spends most of their time listening to music.

The actor has signed the deal for a whopping price! Even in this time of recession, Shahid is the only star who has got his market price, not a penny less."