Lord Baladeva is the Supreme Personality of Godhead. One who hears and chants about Him is purified. Because He is always the well-wisher of all living entities, He has descended with all His paraphernalia to purify the entire world and lessen its burden.
Srimad Bhagavata Purana
श्रीमद्भागवतमहापुराणम्
मूल श्लोकः
कन्यारत्नमिदं राजन् नररत्नाय देहि भोः । भुवो भारावताराय भगवान् भूतभावनः
kanyāratnamidaṃ rājan nararatnāya dehi bhoḥ | bhuvo bhārāvatārāya bhagavān bhūtabhāvanaḥ
SB 9.3.34