The phrase bratukha is an informal Russian way of addressing a close male friend, similar to bro, and ey is simply hey. Clips using the phrase circulate online under transliterations such as ei bratukha, ey bratukha and eh bratukha, which explains the split spellings in search. The number 42 is part of the title users shared for this version. Short Russian greeting clips like this spread through meme edits and messaging apps because the meaning is clear even without understanding the rest of the language.