prārthyāṁ śriyaṁ sura-varaiḥ sadayāvalokām
naicchan nṛpas tad-ucitaṁ mahatāṁ madhudviṭ-
sevānurakta-manasām abhavo ’pi phalguḥ
This verse confirms Kṛṣṇa’s all-attractiveness. Mahārāja Bharata was so attracted to Kṛṣṇa that he gave up all his material possessions. Generally materialistic people are attracted by such possessions.
janasya moho ’yam ahaṁ mameti
“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 Kṛṣṇa’s strength, beauty and pastimes as described in the Tenth Canto of Śrīmad-Bhāgavatam. The Māyāvādīs are attracted to merging into the existence of the Lord, but Kṛṣṇa is more attractive than the desire to merge. The word abhavaḥ 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.
īhā yasya harer dāsye
karmaṇā manasā girā
nikhilāsv apy avasthāsu
jīvan-muktaḥ sa ucyate
“One who acts to serve Kṛṣṇa with his body, mind, intelligence and words is a liberated person, even within this material world.” (Bhakti-rasāmṛta-sindhu 1.2.187) A person who always desires to serve Kṛṣṇa is interested in ways to convince people that there is a Supreme Personality of Godhead and that the Supreme Personality of Godhead is Kṛṣṇa. That is his ambition. It doesn’t matter whether he is in heaven or in hell. This is called uttamaśloka-lālasa.