Canon has come on board as a sponsor of entertainment channel Diva Universal's new thematic programme, Smokin' Hot Mondays.
The regional sponsorship covers Singapore, Malaysia and Thailand and is the brand's attempt to promote its new Ixus and Powershot products.
Smokin' Hot Mondays is Diva's programming line-up of action dramas that feature its leading ladies such as Piper Perabo in Covert Affairs, Missy Peregrym in Rookie Blue 2 and Sarah Shahi in Fairly Legal.
The sponsorship which ends in December will see Canon get a tag-on of five seconds of its Ixus billboards on the special programme block as well as tune-in spots.
Canon banners and promo videos will also run on the channel's websites as part of the deal.