Shah Rukh Khan, who recently launched the upcoming international film award titled 'Indian Academy Awards' says he loves awards and considers them the collective applause for his work.

"I love being a movie star and I love awards. After working for some time in the industry, we all reach a point from where we need some kind of applause and recognition. My awards are the collective applause for the work that I have done that year or on a film," Shah Rukh told during media interaction.

"If I haven't got an award, I didn't deserve it.. as an actor, I do not perform keeping any award in mind, it happens," he added.

Indian Academy Awards, conceptualized by Brainstorm Entertainment and executed by Cineyug will held in California to celebrate world cinema of three major film industries - Bollywood, Tollywood and Hollywood.

Apart from Shah Rukh Khan, the event had Vandana Krishna, Saurabh Pandey of Brainstorm Entertainment, US Consul General Tom Vajda and Aly Morani from Cineyung.

Explaining the idea of celebrating cinema on such a huge platform, Shah Rukh, asking people not to compare it to Oscar or any such awards, said: "Bollywood films are hugely respected by American artistes. Creating this kind of platform will help us to not only promote our Indian films of different industries, but also create awareness of our work.

"India is one of the old filmmaking countries of the world. So as a member of film industry, I feel it is our responsibility to educate people about our cinema that can resolve lot of misconception about Indian films."

One of the unique factors of the award is film lovers' participation. People can vote their favorite films, stars in over 21 categories from the official website of Indian Academy Awards.

Indian Academy Awards will be a two days extravaganza of live performances by various superstars of Bollywood including Shah Rukh that will be choreographed by Shiamak Davar along with music and fashion shows on July 7-8, 2017 in Silicon Valley.