Rajesh Ramaswamy, known as Ramsam in advertising circles, recently made his directorial debut with a short film called Iruve, focusing on the connection between ants and society. In a departure from today's fast-paced cinema trends, Ramsam aimed for simple storytelling inspired by his love for classic shows like Malgudi Days. He explores the close-knit community dynamics in the film, set in Jayanagar with independent homes, where neighbors act as a supportive family. The characters in the story, including a pesticide controller and an elderly man, draw influence from everyday life rather than traditional hero archetypes. Filming in Bengaluru with local talent gave the project a personal touch for Ramsam, who is primarily based in Mumbai for his advertising work. Despite challenges in releasing short films on OTT platforms, he emphasizes the importance of marketing and big names to stand out in the competitive landscape.In today's era, Y's generation is full of creators, contributing to what can be termed as a creator economy. This environment fosters the growth of many technologically savvy individuals. Despite this, fewer films are being produced. The process of creating and releasing a film is intricate, although distribution has become more accessible through online platforms. The primary challenge lies in monetization, but this issue is expected to be resolved with time.
