He delivers love for Krsna to the general populace
Sri Caitanya-caritamrta
CC Madhya-lila
CC Madhya 20.340, Translation: “In the Age of Kali, Lord Kṛṣṇa assumes a golden color and, accompanied by His personal devotees, introduces hari-nāma-saṅkīrtana, the chanting of the Hare Kṛṣṇa mantra. By this process He delivers love for Kṛṣṇa to the general populace.