This study investigates maternal and reproductive healthcare in Vaishali district, western Bihar, India, focusing on the impact of promotive measures on maternal health aspects. Despite governmental efforts, maternal and infant mortality rates in Empowered Actions Group (EAG) states remain concerning. Using a cross-sectional approach with 188 women aged 15 to 49 from rural villages, the study analyzes awareness of maternal health schemes, pregnancy-related complications, and healthcare service utilization. Data, collected in June 2023, underwent logistic regression analysis, revealing a significant relationship between maternal health scheme awareness, higher education, and increased media exposure. Results indicate that women with graduate education and high media exposure were more aware of maternal health schemes. However, media exposure and education did not significantly influence the utilization of Janani Suraksha Yojana (JSY) and Janani Shishu Suraksha Karyakram (JSSK) services. The study underscores the effectiveness of promotive interventions in enhancing awareness but highlights the underutilization of public healthcare services, suggesting a moderate role of media in service access. Recommendations include addressing digital literacy gaps and strengthening community health workers (CHWs) to better cater to rural women’s needs, promoting healthy motherhood in the Empowered Actions Group states.