When Ethir neechal was just on paper, producer Dhanush took his first step immediately by hiring his male lead in a live TV show, without any sign of hesitation. That immense support and confidence have now been translated into a sure shot bankable product, looking at the immense hype circulated around it. Blame the ever increasing views of the captivating trailer or the magically appealing music album, Ethir neechal have incidentally built a ‘never failing’ tag, rapidly settling into the league of the most anticipated Tamil film of the summer. Creating the interest is one thing but delivering lays the quest. So how strongly does Ethirneechal races against its tides?