Alfa-Bank is the grande dame of Russian lenders. Solid and sober, with an unrivalled 31-year track record, it has traditionally cultivated an image of corporate respectability with sponsorship of book awards, symphony orchestras and stadium gigs by stalwarts such as Elton John.
The problem is that this doesn’t play so well with a younger generation – at least, that is the natural conclusion from the bank’s recent decision to sign up 23-year-old YouTube provocateur and rap superstar Morgenshtern as its “director of youth”.
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