Approaching the 100-day mark in a war that he refuses to call by its name, Russian President Vladimir Putin is a man intent on conveying the impression of business as usual.

As his army fought its way into the Ukrainian city of Sievierodonetsk this week, Putin was making awkward small talk in a televised ceremony to honour parents of exceptionally large families.

Since the start of May, he has met — mostly online — with educators, oil and transport bosses, officials responsible for tackling forest fires, and the heads of at least a dozen Russian regions, many of them thousands of miles from Ukraine.

Along with several sessions of his Security Council and a series of calls with foreign leaders, he found time for a video address to players, trainers and spectators of the All-Russian Night Hockey League.

The appearance of solid, even boring routine is consistent with the Kremlin’s narrative that it is not fighting a war — merely waging a “special military operation” to bring a troublesome neighbour to heel.

For a man whose army has heavily underperformed in Ukraine and been beaten back from its two biggest cities, suffering untold thousands of casualties, Putin shows no visible sign of stress.

In contrast with the run-up to the February 24 invasion, when he denounced Ukraine and the West in bitter, angry speeches, his rhetoric is restrained. The 69-year-old appears calm, focused and fully in command of data and details.

While acknowledging the impact of western sanctions, he tells Russians their economy will emerge stronger and more self-sufficient, while the West will suffer a boomerang effect from spiralling food and fuel prices.