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CC Ādi 17.22

kali-kāle nāma-rūpe kṛṣṇa-avatāra
nāma haite haya sarva-jagat-nistāra
Synonyms: 
kali-kāle — in this Age of Kali; nāma-rūpe — in the form of the holy name; kṛṣṇa — Lord Kṛṣṇa; avatāra — incarnation; nāma — holy name; haite — from; haya — becomes; sarva — all; jagat — of the world; nistāra — deliverance.
Translation: 
“In this Age of Kali, the holy name of the Lord, the Hare Kṛṣṇa mahā-mantra, is the incarnation of Lord Kṛṣṇa. Simply by chanting the holy name, one associates with the Lord directly. Anyone who does this is certainly delivered.