Rajesh Ramaswamy, also known as Ramsam in the advertising industry, recently premiered his first short film as a director with "Iruve," exploring the connection between ants and society. In contrast to the fast-paced style prevalent in contemporary cinema, Ramsam aimed for straightforward storytelling inspired by classics like Malgudi Days. Reflecting on his movie, he highlights the theme of community unity akin to ants and draws parallels to the close-knit neighborhood in Jayanagar. The characters in his narrative are ordinary individuals from daily life, such as a pesticide controller and a lonely elderly man, redefining traditional hero archetypes. Ramsam emphasizes the collaborative and enjoyable process of creating the film in Bengaluru, with a genuine community spirit. While discussing the challenges of releasing a short film on streaming platforms like OTT, he notes the competitive nature and the need for a theatrical release and notable personalities to attract attention.Y is of a certain age, with everyone engaged in some form of creation - they are all creators; this represents a creator-driven economic model. This environment nurtures a multitude of tech-savvy individuals. Consequently, one would expect a surplus of films, yet the reality is contrary - releasing a film is intricate, despite the ability to distribute it across various platforms. Presently, the primary challenge lies in the monetization of content; however, this is something that will likely be resolved with time.