(Krishna the Supreme Personality of Godhead—click to enlarge)

"In his Bhakti-rasāmṛta-sindhu (1.2.4), Śrīla Rūpa Gosvāmī says, tasmāt kenāpy upāyena manaḥ kṛṣṇe niveśayet: (SB 7.1.32) somehow or other, one should engage in Kṛṣṇa consciousness. Actually every living being is an eternal servant of Kṛṣṇa, but due to forgetfulness, a living entity engages himself as an eternal servant of māyā. As long as one is engaged in māyā's service, he cannot be happy. Our Kṛṣṇa consciousness movement aims at engaging people in Lord Kṛṣṇa's service. That will help them become freed from all material contamination and sinful activity. This is confirmed in Bhagavad-gītā (BG 4.10): vīta-rāga-bhaya-krodhāḥ. By becoming detached from material activities, we will be freed from fear and anger. By austerity, one becomes purified and eligible to return home, back to Godhead."

(Śrīmad-Bhāgavatam 5.10.23, Purport)

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