Residents of Bashkir villages are fighting alcoholism in order to win the "Sober Village" competition. The struggle is led by the heads of rural settlements, including the newly elected newcomer Rifmir and the energetic and experienced Laysan. He believes in the power of a kind word, while she believes in the effectiveness of strict discipline. Both need to convince their fellow villagers that life in the village is possible without alcohol. They are using all means necessary, as the main prize of the competition is five million rubles.