God must be equal to everyone. He is neither envious to anyone nor friendly to anyone. This is general. But there is special significance. Ye tu bhajanti mam bhaktya: "Persons who are engaged in devotional service with love and faith," tesu te mayi [BG 9.29], "I have got a special intimate relation with him."
Lecture on Bhagavad-gita 12.13-14, Bombay, May 12, 1974