The reason that chanting the Lord's names is such an effective process is because the Lord and His names are identical: they are the same spiritual energy.By chanting Hare Krishna we are in immediate contact with God. If we chant someone else's name, we cannot enjoy their association because the name and the person are different. For example, by chanting "water, water, water," we do not quench our thirst because water and the name are two different things. But in the spiritual world everything is absolute.Krishna is nondifferent from His names and, therefore, we can feel His presence simply by chanting His names. This is further elaborated in the Caitanya-caritamrta (Madhya-lila, 17.131-133), which explains that there is no difference between the Lord's name, form, or personality, and they are all transcendentally sweet.Krishna's name is the same as Krishna Himself, and is not material in any way. It gives spiritual benedictions and is full of pleasure. But in the material world everything is different.Furthermore, in Caitanya-cartamrta (Adi-lila, 17.22, and thePadma Purana), the Hare Krishna maha-mantra is said to be the sound incarnation of Krishna, and anyone who chants this mantra is in direct association with Krishna and is delivered from the clutches of the material energy.
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