Rajesh Ramaswamy, also known as Ramsam in the advertising industry, recently ventured into short film directing with "Iruve", which explores the relationship between ants and society. Ramsam expresses his preference for simple storytelling over today's trend of fast-paced cinema, citing his admiration for classics like Malgudi Days. He highlights the theme of community closeness, drawing parallels between a neighborhood and an ant colony. Set in Jayanagar, the film revolves around an elderly man left alone as his son works abroad, emphasizing the supportive fabric of the neighborhood. The characters in the film are drawn from everyday life, portraying a pesticide controller and an isolated old man as the central figures, challenging conventional notions of heroism. Ramsam emphasizes the joyous experience of creating the film, opting to film in Bengaluru with local talents to infuse a homely atmosphere. Casting was organic, with individuals joining the project without formal auditions, reflecting a collaborative spirit throughout the production. Ramsam acknowledges the challenges of releasing a short film on streaming platforms like OTT due to the prevailing competition and the demand for theatrical backing. He notes the necessity of a marketing strategy and renowned names for anthologies to gain traction in today's landscape.Y's age represents a time where everyone is involved in creation, making them creators in what can be described as a creator economy. This environment leads to the emergence of technologically savvy individuals. One might expect an abundance of films to be produced, yet the reality is quite the opposite as creating a film is a complicated endeavor, even though it can be shared online easily. The current challenge lies in the lack of knowledge on how to monetize content, but it is believed that a solution will be found in due course.