O Lord, You are always in full knowledge, and to bring all good fortune to all living entities, You appear in different incarnations, all of them transcendental to the material creation. When You appear in these incarnations, You are pleasing to the pious and religious devotees, but for nondevotees You are the annihilator.
Srimad Bhagavata Purana
श्रीमद्भागवतमहापुराणम्
मूल श्लोकः
बिभर्षि रूपाण्यवबोध आत्मा क्षेमाय लोकस्य चराचरस्य । सत्त्वोपपन्नानि सुखावहानि सतामभद्राणि मुहुः खलानाम्
bibharṣi rūpāṇyavabodha ātmā kṣemāya lokasya carācarasya | sattvopapannāni sukhāvahāni satāmabhadrāṇi muhuḥ khalānām
SB 10.2.29