Ramachandran, for one, believes in making his work count. The photographer has been much in demand, after his first stint with Playboy but he remains focussed and selects his projects carefully. "I currently have four projects that I will be working on this year. These include shoots for Playboy and a televised art show. I am selective, if I was only always aiming at commercial success, I wouldn't be where I am today. I don't believe in quantity. In art, it is quality that matters.," he says.