Between an Enema and Charisma

8 hrs. 4 min.

Language Russian

Author Samvel Avetisyan

Narrator Maxim Doronin

Description

Samvel Avetisyan ‒ a pioneer of Russian marketing, known for his participation in the launch and provocative promotion of the campaigns “Tinkoff,” “Darya,” and “Technoshok.” In this witty and ironic attempt at an autobiography, Samvel tells the story of the birth of Russian business.

One of the main characters in the story ‒ a typical Russian businessman of the early 90s. A strong-willed and audacious entrepreneur Yardov hires a former employee of a public library as a marketer, believing, “Armenians are basically the same as Jews, just cheaper.” Working for the businessman, the author creates and promotes the brands of beer “Yardoff,” dumplings “Varvara,” and “Tsar-batюшка.”

In a cynical manner Samvel characterizes an entire era—marketing that tried to get into the hearts and livers of consumers. Advertising campaigns that had to be so WOW that the Duma tribunes would shout about them—nothing less than “a national disgrace.”