When one's desire to love Kṛṣṇa in his particular relationship becomes intensified, this is known as pure love of Godhead. In the beginning a devotee is engaged in the regulative principles of devotional service by the order of his spiritual master. When one thereby becomes completely purified of all material contamination, there develops an attachment and taste for devotional service. This taste and attachment, when gradually intensified in the course of time, becomes love. The word "love" can only be actually applied in relationship with the Personality of Godhead. In the material world, love is not applicable at all. What goes on under the name of love in the material world is nothing but lust. There is a gulf of difference between love and lust, like the difference between gold and iron. In the Nārada-pañcarātra it is clearly stated that when lust is completely transferred to the Supreme Godhead and the concept of kinship is completely reposed in Him, such is accepted as pure love of God by great authorities like Bhīṣma, Prahlāda, Uddhava and Nārada.
A great authority like Bhīṣma has explained that love of Godhead means completely giving up all so-called love for any other person. According to Bhīṣma, love means to repose one's affection completely upon one person, withdrawing all affinities for any other person. This pure love can be transferred to the Supreme Personality of Godhead under two conditions—out of ecstasy and out of the causeless mercy of the Supreme Personality of Godhead Himself.
Ecstatic love of Godhead can be potently invoked simply by following the rules and regulations of devotional service as they are prescribed in scriptures, under the direction of a bona fide spiritual master. In the Eleventh Canto, 2nd Chapter, 38th verse, of the Śrīmad-Bhāgavatam this ecstatic love, born of the execution of regulative devotional service, is explained: "A devotee, in the course of executing the regulative principles of devotional service, develops his natural Kṛṣṇa consciousness, and being thus softened at heart he chants and dances like a madman. While performing chanting of the holy name of the Lord, he sometimes cries, sometimes talks wildly, sometimes sings, and sometimes—without caring for any outsider—dances like a madman."
In the Padma Purāṇa there is a statement about ecstatic love born of spontaneous affection. Candrakānti, a celebrated fair-faced girl, rigidly observed celibacy in order to obtain Kṛṣṇa as her husband. She always engaged herself in meditating on the transcendental form of the Lord and always chanted the glories of the Lord. She did not desire to accept anyone else as her husband. She had firmly decided that only Lord Kṛṣṇa would be her husband.