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…At the time of death, Ajamila helplessly and very loudly chanted the holy name of the Lord. That chanting alone has already freed him from the reactions of all sinful life. One who chants the holy name is immediately freed from the reactions of unlimited sins, even if he chants indirectly to indicate something else, jokingly, for musical entertainment, or even neglectfully. This is accepted by all the learned scholars of the scriptures. If one chants the holy name of Hari and then dies because of an accidental misfortune, one is immediately absolved from having to enter hellish life, even though he is sinful.
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The Hare Krishna Movement 