Putin doesn't give a shit about human lives, civilian or other. Litvinenko and Skripal were his enemies, but the means he used to eliminate them were potentially lethal to those around them in the UK. And much of his population is unlikely to get accurate info about deaths in Ukraine, for obvious reasons, until/unless Russian soldiers start telling them what is happening.
That convoy suggests an imminent bloodbath, for all the logistic and other problems that have hampered it thus far. And it's highlighting Ukraine's inability to shoot at it from the air.
Putin's comms are old and basic, but pervasive. Orban's media are repeating his denazification line, and the anti-vax/gilet jaune wing in France are madly tweeting anti-Ukrainian stuff just now, saying anyone who supports an army that has neo-Nazis (Azov) in it is on the wrong side of history, that Macron is going to use the war as an excuse to postpone elections and there needs to be a popular uprising against him...
Also, we forget how recent, shaky and artificial the borders in Eastern Europe are, and how many countries are home to minority populations from neighbouring states. They rub along, but this war will exacerbate divisions between pro-Russian/pro-EU, young and old, etc. Some in Orban's orbit are keen to swallow up a few neighbours if they can. China is discreetly present in a lot of these countries, via investments, industry, etc. China plays a long slow game...
If you follow Navalny's tweets, he generally chooses his language to push Putin's buttons. I don't know whether he tweeted in Russian originally, but I saw a tweet of his the other day calling Putin and his henchmen "dotards"... the use of "czar" will be v deliberate, too.