BG 9.29: I envy no one, nor am I partial to anyone. I am equal to all. But whoever renders service unto Me in devotion is a friend, is in Me, and I am also a friend to him. One may question here that if Krsna is equal to everyone and no one is His special friend, then why does He take a special interest in the devotees who are always engaged in His transcendental service?

1. This is not discrimination; it is natural.
2. Lord reciprocates according to how one approaches him - (ye yathā māṁ prapadyante tāṁs tathaiva bhajāmy aham, BG 4.11)