In this age of Kali, the holy name of the Lord, the Hare Krishna maha-mantra, is the incarnation of Lord Krishna.
In Vedic literature Krishna is the central point of attraction and His service is our activity. To attain the platform of love of Krishna is life's ultimate goal. Therefore Krishna, Krishna's service and love of Krishna are the three great riches of life.
The Fountainhead of all eternal and temporal manifestations is confined in Sri Krishna alone.
Sri Krishna, the Personality of Godhead, who is the Paramatma [Supersoul] in everyone's heart and the benefactor of the truthful devotee, cleanses desire for material enjoyment from the heart of the devotee who has developed the urge to hear His messages, which are in themselves virtuous when properly heard and chanted.
The most secret portions of the Vedic texts declare Krishna as the Supreme Personality of Godhead.
Lecture on "Srila Prabhupada's influence in India" – Bahrain – 25th OCT'06