Dhanush is kicked up about his home production Ethir Neechal directed by Senthil, a former assistant to Vetrimaran. It features Sivakarthikeyan, Priya Anand and Nandita in the lead with music by Anirudh.

After the success of '3' music especially the 'Why this Kolaveri' song, Anirudh is coming with his second album with Dhanush's Wunderbar Film's Ethir Neechal. So the songs have to be unique and promotions have to be different.

Today, Sony Music is launching Ethir Neechal audio . Dhanush realising that already 20 films had their audio launches in December wanted to do things differently, away from the clutter.

So Dhanush has announced in Ethir Neechal ads – "Audio releasing on the internet,CD's, Youtube, Piracy sites, from today !!". The ad has caught the attention of music buffs.It's what marketers say is "doing something different to catch the eyeballs".