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What Draws India’s Young Adults To Andrew Tate?

Andrew Tate, former kickboxer and polarising internet sensation, uses similar recruiting tactics to hate groups such as ISIS, according to interviews with fans and a detailed analysis of his marketing strategy by Decode. The self-proclaimed ‘Alpha’ posts charm offensive content along with misogynistic, violent words and actions, appealing primarily to vulnerable men seeking affirmation. However, fans, including a 14-year-old called Yash, could face disillusionment in the face of Tate’s current accusations of rape and human trafficking in Romania.

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