Michael Jackson's burnt hair on sale

London, (ANI): Strands of hair of late King of Pop Michael Jackson, which had caught fire during a Pepsi advert, are now going up for sale. Ralph Cohen, the executive producer of the commercial, had collected the singed hair after he used his coat to put the flames out on the singer's head.

Cohen had preserved the 12 strands of singed hair after the accident in 1984, and they are now coming up for sale along with a transcript of the producer's account of the accident. In the transcript, Cohen recalls how rehearsals had gone well and the first take was fine and then as Jackson walked down some steps the pyrotechnics set his hair on fire.

"And then, as Michael on his cue, was supposed to come down the stairs the explosion went off and the first thing I noticed was - he was about half way down the stairs - and I noticed flame emanating from his hair," the Sun quoted him as stating.

"And it took me a moment to register what exactly was happening because there was so much lights and so many different things go on, it was a little confusing but I noticed his hair was on fire and I immediately rushed out from my position. I pulled my jacket off as I was running and proceeded to, when I reached him, put it over his head," he recalled.

Richard Davie from International Autograph Auctions is selling them at the Edwardian Radisson Hotel at Heathrow, London, on October 17.

"This memorabilia has doubled in price since Michael Jackson died," he said. "The hair was collected by Ralph Cohen who worked on the Pepsi advert when Jackson's hair caught fire. "The strands are clearly burned and were picked up after the incident that left Jackson with second degree burns," he added.

Jackson was said to have never fully recovered from the burns and an autopsy reportedly showed he was almost bald. The hair and Cohen's account as well as a signed colour photo of Jackson are set to make up to 1,000 pounds when they go under the hammer.