This study examines the influence of social marketing on egg consumption among rural youth in Mysore district, with a particular focus on the role of sociocultural beliefs and gender-based dietary norms. Although eggs are widely promoted as an affordable and nutrient-rich protein source through public campaigns, the adoption of such messages remains uneven across rural populations. The research is based on a quantitative survey of 100 rural respondents, exploring patterns of awareness, attitudes, and consumption behaviour. Findings reveal that while awareness of egg-promoting advertisements is reasonably high and perceptions about the nutritional benefits of eggs are generally positive, actual consumption behaviour is often constrained by cultural and familial norms. Gender emerged as a significant factor, with females more likely to abstain from egg consumption due to social expectations surrounding purity and modesty. Sociocultural beliefs further influence food choices, with many respondents expressing concerns about ritual impurity and traditional health misconceptions, such as the belief that eggs produce excess body heat. Despite the reach of public service advertisements through mass media, the study finds that decisions around egg consumption are often regulated by household authority, particularly elders, limiting the effectiveness of individual-targeted campaigns. The findings underscore the need for culturally nuanced, gender-sensitive, and community-based interventions that go beyond awareness creation to address the deeper socio-cultural structures influencing food behaviour. Such approaches are essential for promoting protein-rich diets and improving nutritional outcomes among rural youth in India.