Bhagavatapurana 6.16.57

6.16.57

yadetadvismṛtaṃ puṃso madbhāvaṃ bhinnamātmanaḥ /
tataḥ saṃsāra etasya dehāddeho mṛtermṛtiḥ //

57. If this fact of being identical with Me is forgotten by a person and I am taken as a different thing, that leads him to Samsara which consists in going from birth to birth and suffering death after death.