When the living entity is covered by the mode of ignorance, he does not understand the individual living being and the supreme living being, and his mind is subjugated by fruitive activity. Therefore, until one has love for Lord Vāsudeva, who is none other than Myself, he is certainly not delivered from having to accept a material body again and again.
Srimad Bhagavata Purana
श्रीमद्भागवतमहापुराणम्
मूल श्लोकः
एवं मनः कर्मवशं प्रयुङ्क्ते अविद्ययाऽऽत्मन्युपधीयमाने । प्रीतिर्न यावन्मयि वासुदेवे न मुच्यते देहयोगेन तावत्
evaṃ manaḥ karmavaśaṃ prayuṅkte avidyayā''tmanyupadhīyamāne | prītirna yāvanmayi vāsudeve na mucyate dehayogena tāvat
SB 5.5.6