Rip current rescue at Jalama beach

That day I was riding far downwind at Jalama, where usually no one goes to because the wind is not reliable there most of the time. A blue far away kite on the video. At some point I spotted a guy swimming around a breaking line. I asked him if he was okay while passing by, but I didn't get an answer. I then suspected that something wasn't right and turned around to double-check. I saw him desperately trying to swim towards the shore on his back, but with no success.
I got close, dropped my board and asked him to hold onto my back. Tried to go faster by looping but the pull was too aggressive, and I was afraid he couldn't hold on. So, I drifted back to the shore with gentle swings. His wife was desperate on the beach. She said she was screaming for help, but nobody was paying any attention. I didn't hear her either. She got hopeful when I approached him for the first time, but it was a horrific moment for her when I passed him by.
In the video, there's a moment from the beach cam where I had already returned to him and started towing. Guys, please pay attention to rip current signs on the beach. Don't swim in rip currents if there are no kiters close by )
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