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)
·         If someone wants to defy Him, He allows it and He also ignores him
·         If someone wants to love him, He also loves Him
·         He reciprocates to everyone equally, but His reciprocation is not equal
3.       Analogies:
·         Any man in this material world may be very charitably disposed, yet he has a special interest in his own children.
·         Just like a gentleman — in the neighborhood, he loves all children, but when his own child is in danger, he takes special care. That is not unnatural. Nobody can blame him, “He is partial to his child”.
·         Shopkeeper gives goods according to price we pay. Shopkeeper is not partial, he is reciprocating appropriate to my payment.
4.       How is He equal to all?
·         The Lord claims that every living entity – in whatever form – is His son, and so He provides everyone with a generous supply of the necessities of life.
·         He is just like a cloud which pours rain all over, regardless of whether it falls on rock or land or water.
·         He is giving food to everyone – The birds, beasts, elephant etc.
·         Everyone is God’s sons. He is the provider to everyone.
·         As Paramatma, sanctions all desires based on what they deserve.
5.       How is He partial to the devotees?
·         He gives specific attention.
o   Just like Prahlada Maharaja. When he was put into danger, then Lord Nrsimhadeva came personally to give him protection.
·         Manifests special mercy to the devotees.
·         As Bhagavan, He wants to reciprocate with the same kind of Love. 
·         His devotees are special to Him
·         God will take special/personal care of His pure devotees.