In February, Ariel, a popular detergent brand in India, released an ad for their #ShareTheLoad campaign, and now it’s going viral. The ad features a father writing a letter to his adult daughter after a visit to her home. In the video, the father watches as his daughter comes home from a day of work, only to immediately begin juggling a series of common household tasks like picking up toys, starting a load of laundry, and making dinner, all while her husband sits on the couch watching TV.

It’s a familiar scene for many women, and the father in the ad is done seeing it happen. In his letter, he apologizes to his daughter for teaching her that she was expected to handle the work of the home alone. He places blame on himself and other fathers who failed to set an example of assisting with housekeeping, and promises to work harder in the future by helping his own wife with daily household chores.

This ad is the latest part of Ariel’s #ShareTheLoad ad campaign. The campaign started in 2015 with one simple question: “Is laundry only a woman’s job?” Since the release of the campaign’s first ad, Ariel has worked to ensure that the answer to that question is a firm, resounding, “No,” provoking national discussion in India about traditional gender roles. They’ve even cooperated with several leading designers and merchandisers in India to change the wash labels on clothes to encourage more men to pick up their own laundry baskets.

A photo posted by M & F Laundry (@mandflaundry) on Apr 11, 2016 at 6:25pm PDT