Mikhail, a literary editor for a fashion publishing house, plans to propose to his girlfriend Mila. He understands that one ring is not enough for Mila: she must at least move away from her parents and provide for herself. Misha gets a new job - as a PR specialist at a toilet paper factory in the distant northern village of Kryazhevo. The plant dumps dirty slurry into the water of a local river, so local residents and the prosecutor's office turned against it, and the production was on the verge of closure. Misha's task is to resolve all problems with the locals and the authorities.