It's just a "rebranding" of the existing currency and a focused attempt to remove paper rubles from the market place. If a government's paper currency is removed from the market place the government can track all transactions over the blockchain they control. If they leave the money supply finite (as with real cryptocurrencies) you could see some valuation gains over the original ruble, but this isn't likely. Governments print their money for a lot of reasons, the investment value for their people is not one of them.
TL;DR: It's a move impose greater government oversight and control over the personal finance of its people.
No, no....PussyRiotCoin!