The document discusses a calcium supplement brand called CALMAX produced by Nexgen Pharma Pvt. Ltd. It analyzes the competitive market, target audience of middle-aged women, and pricing and promotion strategies. The creative brief aims to increase brand awareness and build a positive image by highlighting CALMAX's natural ingredients and the role it can play in customers' health through doctor advice and testimonials. Promotion will utilize various media like print, digital, radio, and trade deals.