Rajesh Ramaswamy, also known as Ramsam in the advertising industry, recently directed his first short film, Iruve, which explores the connection between ants and society. In contrast to the fast-paced and edgy nature of contemporary cinema, Ramsam aimed for a simpler storytelling style inspired by his love for Malgudi Days. He expressed a sense of nostalgia for the old days and highlighted the theme of community closeness in his movie, set in Jayanagar where traditional independent homes still exist. The film revolves around a father left alone at home when his son moves abroad for work, showcasing the supportive neighborhood that functions like a family unit.

The characters in the film, according to Ramsam, are drawn from everyday life, portraying a pesticide controller and an elderly man living alone as the central figures. The director emphasized the enjoyment of creating the film and the collaborative effort of the cast and crew, who volunteered to participate without auditions. Filming in Bengaluru with local talent added a homely touch to the project for Ramsam, who typically works on advertisements in Mumbai.

When discussing the challenges of releasing a short film on OTT platforms, Ramsam noted the competitive nature of the industry, suggesting that anthologies require the support of established names to succeed. He highlighted the arduous process of securing a theatrical release before OTT platforms consider acquiring the content, underscoring the importance of a strong marketing strategy in today's landscape.In today's society, with the rise of the creator economy, there are many individuals, including Y, who are actively engaged in producing various forms of content. This thriving environment has led to the emergence of numerous technically skilled individuals. Surprisingly, despite this abundance of talent, the production of films seems to be decreasing rather than increasing. While the ability to share content online has become much simpler, the process of creating and releasing a film remains a complicated undertaking. The current challenge lies in the monetization of this content, although it is believed that individuals will eventually find solutions to this issue.