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The Kipling That Nobody Read
I
THE volume called Traffics and Discoveries, published in 1904, marks the complete metamorphosis of Kipling. The collection that preceded it, The Day’s Work, though these tendencies had already begun to appear in it, still keeps some human values: the English officials in the Indian stories — ‘The Tomb of His Ancestors’ and ‘William the Conqueror’ — have still a sympathetic interest in the natives. But the Kipling of the South African stories is venomous, morbid, distorted.
When the Boer War finally breaks, Kipling is at once on the spot, with almost all the correct reactions. He is now at the zenith of his reputation, and he receives every official courtesy. And though he may criticize the handling of a campaign, he never questions the rightness of its object. He has the impulse to get close to the troops, edits a paper for the soldiers; but his attitude toward the Tommy has changed. He had already been entertained and enlightened by Lord Dufferin, the British Viceroy in India. Hitherto, he tells us in his memoirs, he ‘had seen the administrative machinery from beneath, all stripped and overheated. This was the first time I had listened to one who had handled…
Who Was Kipling?
Posterity, it appears, still can't quite make up its mind about Rudyard Kipling. As Christopher Hitchens reminded us in his essay in the June 2002 Atlantic, "A Man of Permanent Contradictions," few British writers of comparable stature were both as widely beloved and as intensely reviled in their own lifetimes, or have continued to elicit such combustibly mixed feelings among later generations of readers. Yet if an airtight verdict on Kipling's life and work eludes us, Hitchens suggests, that has everything to do with the tangled ambivalences that lay at the core of Kipling's own temperament:
If one were to assemble a balance sheet of Kipling's own explicit contradictions, it would necessarily include his close relationship with the Bible and the hymnal, and his caustic anti-clericalism; his staunch Anglo nationalism, and his feeling that England itself was petty and parochial; his dislike of nonwhite peoples, and his belief that they were more honest and courageous; his love-hate relationship with the Irish; his contempt, and deep admiration, for the United States; his respect for the working class, and his detestation of the labor movement; his exaltation of the empire, and his conviction that its works were vain and transient.
In…
Kipling leans into playful branding with new monkey-led campaign
Kipling’s latest campaign taps into its iconic monkey to drive brand emotion and spontaneity
Kipling is leaning hard into playfulness this season. With its FW25 collection, the brand is rolling out “Follow your monkey,” a new global campaign that puts its iconic monkey mascot front and center. Not just as a keychain, but as a core branding character.
This article explores how Kipling’s campaign leans into emotional branding, what it signals about brand revitalization in retail, and how marketers can learn from the brand’s efforts to turn its most recognizable asset into a driver of spontaneous storytelling.
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Gen Z consumer trends and key insights for 2024 successDiscover how 5 brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.What happened: a monkey-led movement
Kipling’s latest global push opens with a spirited short film. A young traveler hops into a taxi, luggage in tow, with Kipling’s signature monkey keychain catching the eye of the driver. What starts as a quirky reaction soon spreads like contagion. Pedestrians, cyclists, and other drivers mirror the monkey’s mischievous energy as the taxi weaves through the city.
The campaign culminates…