The Yuga dharma of this age of Kali is the chanting of the holy names of the Lord, as explained in the all the scriptures and as preached and propagated by the Yuga Avatar, Sri Chaitanya Mahaprabhu. The Holy names of the Lord are extremely potent as they deliver not only the ones that chant them, but the living entities who hear the transcendental sound vibration of the names of the Lord are also liberated from the bondage of this material world and get an opportunity to cultivate Krishna consciousness. The Lord has himself invested his names with all his powers, and in order to make them available to all the conditioned living entities, there are no hard and fast rules for the chanting of the Lord’s names. Sri Chaitanya Mahaprabhu, in the 2nd verse of his Shikshashtakam, has said:
nāmnām akāri bahudhā nija-sarva-śaktis
tatrārpitā niyamitaḥ smaraṇe na kālaḥ
etādṛśī tava kṛpā bhagavan mamāpi
durdaivam īdṛśam ihājani nānurāgaḥ
O my Lord, Your holy name alone can render all benediction to living beings, and thus You have hundreds and millions of names, like Krsna and Govinda. In these transcendental names You have invested all Your transcendental energies. There are not even hard and fast rules for chanting these names. O my Lord, out of kindness You enable us to easily approach You by Your holy names, but I am so unfortunate that I have no attraction for them.
Also, in the various bhakti granthas written by the previous acharyas, the chanting of the holy names has been proclaimed as the greatest limb of devotional service and all the other limbs of bhakti, such as Mathura Vaas, Priti poorvak murti seva, Bhagwat Shravan and Sadhusanga, are all meant to aid and facilitate the yuga dharma of Harinaam Sankirtan, for developing Naam ruchi, is the true goal of the devotees of the Lord, as these holy names are none other than Sri Krishna himself and can lead one into the spiritual realm to serve the Lord directly.
Therefore, knowing the holy names of the Lord to be the only means of attaining true good fortune in this age of Kali, one should constantly engage in the chanting of the Hare Krishna mahamantra, for Sri Naam Prabhu, when pleased upon seeing our sincere endeavour, can bestow upon us Shuddha Krishna prema and take us back home, back to Godhead.