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VTB's 'This is Classic' Campaign Boosts Russian Literary Interest

VTB's creative retellings are sparking a new wave of interest in Russian classics. Discover which literary works are benefiting the most.

,   and  ASMedia
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In the picture there is a bag and some books on a bed. On the bag it was written library lovers.
In the picture there is a bag and some books on a bed. On the bag it was written library lovers.

VTB's 'This is Classic' Campaign Boosts Russian Literary Interest

VTB's 'this is classic' campaign has sparked a surge in reader interest in Russian classics on Litres. The campaign, launched in 2024, produces videos retelling famous literary devices with VTB's assistance. Recent releases have seen significant increases in interest for the source materials.

The campaign's latest video, directed by Ivan Petrov and inspired by Gogol's 'The Inspector General', was released in September 2025. This follows a 33% increase in interest for 'Woe from Wit' by Alexander Griboedov on Litres. Other classics have also seen notable spikes:

  • 'Obломov' by Ivan Goncharov saw an 80% increase in readers.
  • 'The Twelve Chairs' by Ilf and Petrov experienced a 27% rise in interest.
  • Fyodor Dostoevsky's 'Crime and Punishment' saw a 69% increase in Litres users.

The 'VTB - this is classic' campaign continues to generate buzz around Russian literary classics. With each video release, interest in the source materials grows significantly. The campaign's impact on literary engagement is clear, with notable increases across various works.

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