Keep row permanently selected in the ListView in Win32

I am using Win32 ListView32.

When row in the ListView is selected it has dark blue color. The row can be selected by either clicking on it or programmatically by calling ListView_SetItemState(hwnd, index, LVIS_SELECTED, LVIS_SELECTED);.

When ListView control focus is lost the selected row becomes gray.

How can I keep selected row with dark blue color irrespective of the focus?