The Lord is always impartial and always very kind to all living entities.
Srimad Bhagavatam 7.1.12
Taking to Krishna consciousness and bringing fallen souls to Krishna consciousness is victory for Lord Krishna.
Srimad Bhagavatam 6.16.40
One may or may not know the power of chanting the Hare Krishna mantra, but if one chants the holy name he will become free from all sinful reactions.
Srimad Bhagavatam 6.2.18,
Lord Chaitanya says, param vijayatesri-Krishna-sankirtanam: “All glories to the chanting of sri-Krishna-sankirtana!” The maha-mantra — Hare Krishna, Hare Krishna, Krishna Krishna, Hare Hare Hare Rama, Hare Rama, Rama Rama, Hare Hare — is directly chanted by the Lord Himself, who gives us this mantra for deliverance.
Srimad Bhagavatam 1.18.7
To associate with the holy name and chant the holy name is to associate with the Personality of Godhead directly.
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