Srimad Bhagavatam Canto 05, Chapter 14, Text 44

SB 5.14.44

yo dustyajan ksiti-suta-svajanartha-daran
 prarthyam sriyam sura-varaih sadayavalokam
naicchan nrpas tad-ucitam mahatam madhudvit-
 sevanurakta-manasam abhavo ’pi phalguh
Translation by His Divine Grace A. C. Bhaktivedanta Swami Srila Prabhupada: 
Sukadeva Gosvami continued: My dear King, the activities of Bharata Maharaja are wonderful. He gave up everything difficult for others to give up. He gave up his kingdom, his wife and his family. His opulence was so great that even the demigods envied it, yet he gave it up. It was quite befitting a great personality like him to be a great devotee. He could renounce everything because he was so attracted to the beauty, opulence, reputation, knowledge, strength and renunciation of the Supreme Personality of Godhead, Krsna. Krsna is so attractive that one can give up all desirable things for His sake. Indeed, even liberation is considered insignificant for those whose minds are attracted to the loving service of the Lord.
Purport by His Divine Grace A. C. Bhaktivedanta Swami Srila Prabhupada: 
This verse confirms Krsna’s all-attractiveness. Maharaja Bharata was so attracted to Krsna that he gave up all his material possessions. Generally materialistic people are attracted by such possessions.
ato grha-ksetra-sutapta-vittair
 janasya moho ’yam aham mameti
(Bhag. 5.5.8)
“One becomes attracted to his body, home, property, children, relatives and wealth. In this way one increases life’s illusions and thinks in terms of ‘I and mine.’” The attraction for material things is certainly due to illusion. There is no value in attraction to material things, for the conditioned soul is diverted by them. One’s life is successful if he is absorbed in the attraction of Krsna’s strength, beauty and pastimes as described in the Tenth Canto of Srimad-Bhagavatam. The Mayavadis are attracted to merging into the existence of the Lord, but Krsna is more attractive than the desire to merge. The word abhavah means “not to take birth again in this material world.” A devotee doesn’t care whether he is going to be reborn or not. He is simply satisfied with the Lord’s service in any condition. That is real mukti.
iha yasya harer dasye
 karmana manasa gira
nikhilasv apy avasthasu
 jivan-muktah sa ucyate
“One who acts to serve Krsna with his body, mind, intelligence and words is a liberated person, even within this material world.” (Bhakti-rasamrta-sindhu 1.2.187) A person who always desires to serve Krsna is interested in ways to convince people that there is a Supreme Personality of Godhead and that the Supreme Personality of Godhead is Krsna. That is his ambition. It doesn’t matter whether he is in heaven or in hell. This is called uttamasloka-lalasa.