As Kṛṣṇa is full, complete, similarly, Kṛṣṇa's name is also full, complete. Śuddha. It is not material things. Pūrṇaḥ śuddhaḥ nityaḥ. Eternal. As Kṛṣṇa is eternal, His name is also eternal. Pūrṇaḥ śuddhaḥ nitya-muktaḥ. There is no material conception in chanting Hare Kṛṣṇa mantra. Abhinnatvān nāma-nāminoḥ. Nāma, the holy name and the Lord, they are abhinna, identical. So we cannot be happy... Rājyaṁ surāṇām api cādhipatyam (BG 2.8). Even if we get the kingdom of the demigods, asapatya, without any rival, still we cannot be happy so long we have got material conception of life. It is not possible.