Rajesh Ramaswamy, popularly known as Ramsam in the advertising industry, recently ventured into short film directing with his work "Iruve," which explores the relationship between ants and society. He expresses his preference for simple storytelling over the current trend of fast-paced cinema, drawing inspiration from classics like Malgudi Days. Ramsam highlights the sense of community depicted in his film, set in Jayanagar, where he emphasizes the close-knit feel akin to a family where neighbors look out for each other. The characters in the film are drawn from everyday life, with a pesticide controller and an elderly man taking center stage as unconventional heroes. Shooting in Bengaluru with the involvement of local talent gave the project a homely feel, reflecting Ramsam's desire for an enjoyable creative process. He shares the challenges of releasing a short film on OTT platforms, stressing the need for a theatrical release and marketability in the competitive landscape of online streaming services.Y's age is marked by everyone engaging in some form of creation, which underscores the emergence of a creator economy spawning numerous tech-savvy individuals. This trend suggests an abundance of films should be produced; however, the reality is quite the opposite. Creating and releasing a film prove to be intricate endeavors, despite the ease of online distribution. Currently, the primary challenge lies in the lack of understanding on how to monetize these efforts. Nevertheless, this issue will likely be resolved over time.