Bhagavad Gita 7.25

नहं प्रकाश: सर्वस्य योगमायासमावृत: |
मूधोऽयं नाभिजानाति लोको मामजमव्ययम्

Translation

I am not manifest to everyone, being veiled by My divine Yogmaya energy. Hence, those without knowledge do not know that I am without birth and changeless.