Lord Shri Krishna, eager to experience the glory and ever-increasing bliss of the pure love of Shrimati Radha towards Him, completely imbibed Her loving sentiments and placed Himself in her role, thereby becoming Shri Gauranga - the Golden Avatar or Incarnation, having also superimposed Her brilliant dazzling golden complexion over His original divine all-attractive bluish-gray complexion. He is also known as Shri Chaitanya Mahaprabhu - the Great Lord of lords Who revealed the most secret and highest philosophical principles of the knowledge of God Shri Krishna's Aishwarya (Power) and Madhurya (Sweetness) that were never known to humanity before He appeared.

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In order to award the highest platform of loving devotional service to even the most fallen and unqualified beings of the Universe in the shortest possible time, He instituted the chanting of the Hare Krishna Mahamantra - Hare Krishna Hare Krishna Krishna Krishna Hare Hare, Hare Rama Hare Rama Rama Rama Hare Hare, scripturally recommended as the most suitable and effective means of deliverance for Kali-yuga, the age of dispute and duplicity. The Lord then dispersed this freely to the general masses through Himself and through His loving associates and disciples. It is only due to the unprecedented causeless mercy of Shri Chaitanya Mahaprabhu and His pure devotees that the knowledge and the practice of Lord Shri Krishna's loving devotional service have spread to the people of almost every town and village of the world today - and the numbers are constantly increasing!

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