Cleverly they are inventing so many things. What is the idea? The idea is, "We shall live forever and enjoy sense gratification more and more." This is called atheistic advancement of civilization. So Hiraṇyakaśipu was typical materialist. Hiraṇya means gold, and kaśipu means soft bed, cushion. So materialist persons, they are very much fond of gold and enjoying sex. That is their business. So Hiraṇyakaśipu is the typical example of this materialistic person. And Prahlāda Mahārāja, prakṛṣṭa-rūpeṇa āhlāda. Āhlāda means transcendental bliss.
Ānanda-cinmaya-rasa-pratibhāvitābhiḥ (Bs. 5.37). Living entities' real identification is prahlāda, blissfulness. But on account of material association, we are in miserable condition of life.
So . . . (children talking) (aside) Parents stop these children. So this Hiraṇyakaśipu wanted to become immortal, and he underwent penances, severe penances, so much so, the whole universe became trembled, so that Brahmā, Lord Brahmā, had to come to pacify him, "What do you want?" So he wanted to become immortal. Lord Brahmā said that "Although I have got very long duration of life . . ." The duration of life of Brahmājī is stated in the Bhagavad-gītā, sahasra-yuga-paryantam arhad yad brahmaṇo viduḥ (BG 8.17). Sahasra-yuga, one group of yugas—Satya, Treta, Dvāpara, Kali—it becomes about forty-three lakhs of years. And multiply these forty-three lakhs of years by one thousand, that duration of time is Brahmā's twelve hours, one day. Sahasra-yuga-paryantam arhad yad brahmaṇo viduḥ. So that Brahmā who lives for millions of trillions of years, still, he has to die.