Rajesh Ramaswamy, popularly known as Ramsam in the advertising industry, recently ventured into short film directing with his debut film, Iruve. In this film, he explores the relationship between ants and society. Ramsam expresses his preference for simple storytelling inspired by classics like Malgudi Days amidst today's trend of fast-paced and edgy cinema. He highlights the sense of community and nostalgia portrayed in the movie, set in an old-fashioned neighborhood in Jayanagar. The characters in the film, based on everyday life, deviate from the typical macho hero archetype, portraying a pesticide controller and an elderly man instead. Ramsam emphasizes the enjoyable collaboration with local talent in Bengaluru for the film, creating a homely atmosphere during production. Despite the challenges of releasing short films on OTT platforms, Ramsam discusses the competitive nature of the industry and the need for a strong marketing strategy, possibly backed by well-known personalities.Y's age group is filled with creators, constantly making things. This trend has given rise to a creator economy, fostering the growth of many technologically savvy individuals. Surprisingly, despite the abundance of talent, there seems to be a shortage of films being produced. Creating a film is a daunting undertaking, although the avenue for sharing it is readily available. The primary challenge lies in figuring out how to monetize these creative endeavors. Nonetheless, with time, people are bound to find a way to address this issue.