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According to WHO (2020) media use and advocacy are crucial to messages disseminating health promotion. Governments launch welfare schemes regularly and often with a lot of pomp which are directed towards various sections of people. Asmita Yojana is a scheme launched statewide in Maharashtra in the year 2018 which provides subsidized sanitary napkins to girls and women in the state. Jernigan and Wright (1996) assert that it is crucial to know the media advocacy done to further the scheme and the media coverage as well. The study is two pronged as it is concerned with a content analysis of newspaper coverage of Asmita Yojana in Maharashtra. Wherein five newspapers were studied for this purpose which includes news reports, articles, editorials, cartoons and opinion pieces. In the second part a quantitative research was conducted to ascertain the role of mass media in the implementation of the said scheme. A survey was conducted among the sample beneficiaries of the scheme to determine the same. [ABSTRACT FROM AUTHOR]