There is still a lot of speculation and confusion when it comes to purchasing life insurance products. In fact they are the last thing on a consumer’s wish list. Thus, it is important for players in this sector to create an emotional bond with consumers as the category is all about trust. Believing in this philosophy that trust is a necessity for the category, Tata AIA Life Insurance (earlier Tata AIG) is pursuing a communication and brand building initiative to strengthen its emotional connect with consumers. In its latest campaign the brand is all set teach a lesson or two to parents on bringing up their child on the right values.