Bollywood actor Fardeen Khan [Images] will endorse painter M F Hussain's series of 100 paintings on "Our planet called Earth".

The paintings were sold for a record Rs 100 crore to Mumbai-based businessman Guru Swarup Srivastav.

Fardeen would be the brand ambassador for the paintings that would soon be launched on the world platform, Srivastav, the Chairman-cum-Managing Director of Swarup Group of Industries, told reporters.

The exhibition of the first 25 paintings in the series, which Srivastav intends to auction, would be held on May 8, he said. Speaking on the occasion, Fardeen said he was proud to be associated with such a venture.

• M F Hussain's largest painting

He added it was a great responsibility to be the face of Indian art before the world. Hussain had entered into a venture with SGI to promote Indian art on the global arena through a series of paintings, the first in line being OPCE.

The exhibition will travel to various parts of the world in an attempt to give Indian art the acknowledgement it rightly deserves, Srivastav said.

These paintings symbolise the existing green global environmental condition, the slow ecological degradation and the abuse of mother earth that has led to the decline of living conditions for people around the world, Srivastav added.