yada yada hi dharmasya
ksayo vrddhis ca papmanah
tada tu bhagavan isa
atmanam srjate harih
yadawhenever; yadawhen ever; hiindeed; dharmasyaof the principles of religion; ksayahdeterioration; vrddhihincreasing; caand; papmanahof sinful activities; tadaat that time; tuindeed; bhagavanthe Supreme Personality of Godhead; isahthe supreme controller; atmanampersonally; srjatedescends; harihthe Supreme Personality of Godhead.
Whenever the principles of religion deteriorate and the principles of irreligion increase, the supreme controller, the Personality of Godhead Sri Hari, appears by His own will.
The principles by which an incarnation of the Supreme Personality of Godhead descends upon earth are explained in this verse. The same principles are also explained in Bhagavad-gita (4.7) by the Lord Himself:
Whenever and wherever there is a decline in religious practice, O descendant of Bharata, and a predominant rise of irreligionat that time I descend Myself.
In the present age, the Supreme Personality of Godhead has appeared as Sri Caitanya Mahaprabhu to inaugurate the Hare Krsna movement. At the present time, in Kali-yuga, people are extremely sinful and bad (manda). They have no idea of spiritual life and are misusing the benefits of the human form to live like cats and dogs. Under these circumstances Sri Caitanya Mahaprabhu has inaugurated the Hare Krsna movement, which is not different from Krsna, the Supreme Personality of Godhead. If one associates with this movement, he directly associates with the Supreme Personality of Godhead. People should take advantage of the chanting of the Hare Krsna mantra and thus gain relief from all the problems created in this age of Kali.

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