Introduction:
Adolescent was gateway not only for many physiological, psychological changes but also for substance abuse including the initiation of tobacco habits. In this view and increasing prevalence of tobacco use towards end of twentieth century, the WHO came out with Global Youth Tobacco Survey (GYTS) in 1999. The ultimate goal of GYTS was to monitor extent and pattern of tobacco use among youth age 13-15 years and thereby adding to the policy planning towards elimination of tobacco menace. In India, three rounds of GYTS conducted in 2003, 2006, and 2009 provided estimates only at national level. Fourth round currently under way and expected to complete by Marh, 2020 was the comprehensive one and designed to provide the estimates at state level by urban/rural and sex. During past two decades, there have been many policy initiatives by Government of India using media for prevention of tobacco initiation among youth.

Objectives:
To assess the extent of reach of media advertisements among youth and its role in prevention of tobacco initiation in India.

Methods:
Data collection was self-administered questionnaire based using multiple choice questions relating to tobacco use among the students and also on the reach of different media advertisements. Confidentiality and anonymity was ensured. Appropriate bi-variate and multiple regression methods will be applied to achieve objectives.

Results:
Preliminary analysis of partial data has shown good reach of at least one source and sharp decline in almost all forms of tobacco use among youth. However there was weak association between the two indicating the role of socio, psychological and family background related variables.

Conclusion(s):
Need of the hour was to enforce the anti – tobacco policies in totality and more aggressively and also to focus on the role of other socio, psychological and family aspects of youth population that may be contributing to tobacco initiation.