Bhakti

Hinduism’s Bhakti movement is unique in that it emphasizes the love of a devotee for his or her personal god, a dualistic relationship between the worshipper and the worshipped. The devotee may praise his or her chosen deity as child, parent, friend, master, or beloved. In bhakti, it is the inner feelings as opposed to institutional religion that form the core of a person’s faith. Bhakti sects and cults have been traced back to the 1st century AD, with similar theistic practices dated as far back as the "Bhagavad-Gita", written in 150 BCE. It is common for most Hindu gods to have their own sects, but bhakti often centers on Shiva and Vishnu, and the Vishnu incarnations of Rama and Krishna. Repetition of the god’s name is a significant practice in bhakti, as is wearing his emblem, singing, and making pilgrimages. In the 7th through 10th centuries, bhakti became increasingly prevalent due to the widespread work of poets and artists who created new forms of non-ritualistic worship, portraying the relationship between man and god in human terms, and thus making it more relatable.

From the game's History encyclopedia, AoE3: DE 100.19.18309.