Mumbai, Dec. 14: The act of selling a hundred paintings for Rs 100 crore may be a good business deal, or mortification, depending on the way it?s looked at. But when the buyer makes the series available to a mobile service provider, the author of the works calls the act an unambiguous ?massification?.

Others would call it a new business model.

M.F. Husain?s series titled ? Our Planet Called Earth ? for which businessman Guru Swarup Srivasatava has promised the painter Rs 100 crore at the rate of Rs 1 crore per painting, will now be available on Airtel phones. It called for the coining of a word.

Husain, who could not attend the function in the city because he developed a chest pain in Hyderabad yesterday and is still there, spoke enthusiastically over the phone about the event today at a news conference.

Expressing his disappointment at not being able to be present, he rooted for the occasion, giving his whole-hearted support to the ?massifying of art? that he has always looked forward to.

It means reaching out to people through art. In this case through mobile phones. Airtel vice president, new product, Mohit Bhatnagar hailed the ?massification? of art, too, as the first painting to be available as a wallpaper, titled Caf? Paris, was unveiled.

Airtel hopes the ?massification? through its subscriber base of 10.2 million and affordability. The unveiled painting, which shows two soldiers in a Parisian Caf? presumably in a World War II backdrop ? one holding up his wine glass with blood-red wine to a blood-red fighter plane flying overhead ? can be downloaded for Rs 15 from the mobile phone services website by Airtel customers.