Shri Shri Guru Gaurangau Jayatah !!!

"The Holy Names are purely transcendental, eternal, unchanging, full of infinite transcendental Rasa (mellow), bestower of all good blessings and identical with the forms, qualities, pastimes and associates of Them who are addressed i.e. Shri Shri Radha Gopinath. The Transcendental Names cannot be served by material senses. By their own mercy they awaken in the heart of a humble faithful devotee performing loving devotional service of Shri Hari Gurudeva and Vaishnavas and Their Holy Names".
Shrila Rupa Goswami in Shri Bhakti Rasamrita Sindhu