Despite film industry promises to self-police tobacco promotion on screen, tobacco brands popped up in more than 40 percent of Indian films released since 2004. That is almost triple the 15 percent incidence observed before the enforcement of a comprehensive ban on tobacco advertising, promotion and sponsorship. As per the research study by the Chandigarh based NGO, Burning Brain Society and supported by WHO, 89 percent of the films released and analyzed after the tobacco advertising ban included generic or branded tobacco imagery. Complete study on "Tobacco in Movies and Impact on Youth" is available at http://www.burningbrain.org/tobaccoinmovies