Serbian marketing expert Igor Avžner has described the “Ko si, bre, ti” (“Who the hell are you?”) website launched at the initiative of President Aleksandar Vučić as a short-lived political marketing stunt designed primarily to shape the public narrative rather than address corruption and abuse of power.
Speaking to the Beta news agency, Avžner argued that Serbian citizens should instead direct the platform’s central question at Vučić himself.
“The website ‘Ko si, bre, ti’ is a failed marketing stunt through which Vučić tried to divert attention from the poor economic, political and social situation in the country,” Avžner said.
He argued that Vučić’s previous political marketing campaigns had lasted longer, claiming that the president was increasingly struggling to maintain political momentum and attempting to portray himself as Serbia’s only credible negotiator and problem-solver.
According to Avžner, the existence of widespread abuse and corruption among public officials cannot be separated from the political system overseen by Vučić.
He said the platform appeared intended to create the impression that, after years in power, Vučić had suddenly recognized the existence of corrupt or arrogant officials who disregard the law.
“First, Vučić would have to answer why these people behave this way,” Avžner said, arguing that officials act with impunity because they believe they are protected by the political system and institutions under the president’s influence.
Avžner also questioned whether the platform could produce meaningful results, saying its primary purpose was to generate a narrative that could dominate pro-government media for several days.
“The website was not created to produce results, but so that Vučić could create a narrative that would last two or three days and be covered by regime media,” he said.
The “Ko si, bre, ti” platform was launched on July 10 at Vučić’s initiative. Authorities said that more than 3,000 citizen complaints had been submitted during its first week, covering alleged corruption, abuse of office, unlawful conduct, inappropriate behavior by public officials and various municipal problems.
Among the first reported cases to be resolved was a complaint from residents of the Belgrade neighborhood of Borča concerning the removal of a dead pig from the area.
Suzana Paunović, Secretary-General of the President of Serbia, has also said that around 250 complaints had been resolved, although she did not provide details about which cases had been addressed or how they had been resolved.
Avžner nevertheless dismissed the platform as unlikely to have a lasting impact, arguing that its main value for the president was political and media-driven rather than institutional.
