Krishna descends as His holy name in Kali-yuga to restore love of God through chanting, not ritual.Listen — Srila Prabhupada Uvaca
Bhagavad-gītā 4.7–10 — January 6, 1969, Los Angeles 690106BG-LOS ANGELES [98:03 Minutes] Bg-04.07–10_690106BG-LOS ANGELES [kīrtana] [15:57]
Prabhupāda: All glories to the assembled devotees.
Prabhupāda: Feeling all right? Page? Tamāla Kṛṣṇa: One-fifteen. Verse seven?
"Whenever and wherever there is a decline in religious practice, O descendant of Bhārata, and a predominant rise of irreligion—at that time I descend Myself." Purport.
Prabhupāda: This is very important verse. yadā yadā hi dharmasya glānir bhavati bhārata abhyutthānam adharmasya tadātmānaṁ sṛjāmy aham [Bg. 4.7] [Whenever and wherever there is a decline in religious practice, O descendant of Bharata, and a predominant rise of irreligion-at that time I descend Myself.] When God comes or His representative comes, His servant comes, or His son comes, there is necessity. Because it is God's kingdom, as soon as there is too much violation of the laws of God, there will be appearance of God. So in the present age, this hari-nāma, Kṛṣṇa... Kṛṣṇa has descended at the present moment in the incarnation of His holy name. Kali-kāle nāma-rūpe [Cc. Ādi 17.22]. [“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.] In other ages, God comes to kill the demons. But if God takes the killing process... Of course, at last, when Kalki incarnation will come...
That is, of course, long, long after. But at the present moment, God is compassionate. Taking consideration of the people's most fallen condition, there is no process of killing, but reclaiming them simply by this chanting process. We should take it seriously, that this movement, Kṛṣṇa consciousness movement, is also incarnation of God in the simple form, holy name, and people may take advantage simply by chanting. Go on, the purport. Tamāla Kṛṣṇa: "The word sṛjāmi, "manifest," is significant herein. Sṛjāmi cannot be used in the sense of creation, because according to the previous verse, there is no creation of the Lord's form or body, since all of the forms are eternally existent.
Therefore sṛjāmi means that the Lord manifests Himself as He is. Although the Lord appears on schedule, namely at the end of the Dvāpara-yuga, or the twenty-eighth millennium of the eighth Manu in one day of Brahmā, still He has no obligation to adhere to such rules and regulations, because He is completely free to act many ways at His will. He therefore appears by His own will whenever there is a predominance of irreligion and a disappearance of true religion. Principles of religion are laid down in the Vedas, and any discrepancy in the matter of properly executing the rules of the Vedas makes one irreligious. "In the Bhāgavatam we find that such principles of religion are the laws of the Lord. Only the Lord can manufacture..." Prabhupāda: Yes. Here is a reference of Bhāgavatam.