Force India team boss Vijay Mallya insists he's not in Formula One for the publicity but rather for the passion.
Mallya entered the sport back in 2008 when he purchased the Spyker F1 team.
The team has slowly but surely worked its way up the grid and at present, lying fifth in the standings, holds its best position ever in the Constructors' Championship.
And although part owning the F1 team - Mallya sold 42.5 percent to Sahara India in 2011 - has garnered a lot of attention for Mallya, he says that is not his goal.
"I didn't get into Formula One or lead the team up gradually over the last five years to get publicity out of it," he told ESPN.
"My satisfaction comes when the cars are right up there and scoring points.
"I think the team has become passionate about it, I noticed when I first took over the team in 2008 there was no passion.
"People were used to being in Q1 and there was no ambition to be in Q2 because it wasn't possible. So long as you were 17th or 18th you did a great job; so long as there was someone behind and you weren't the backmarker.
"I changed all that considerably. I put in the right tools, the right people and we've not been overambitious. We've set the goals year on year very realistically, but we have performed exactly as per expectation.
"I'm very pleased but whether the publicity comes with it or not is irrelevant to me."
And that publicity has not always been kind to Mallya, especially in his home country of India.
"I come from India, I'm proud to be Indian, but I'm not proud of the Indian media," he added.
"The Indian media are very irresponsible, very sensationalist and there are no libel laws so no-one is held accountable. So anybody can write whatever the hell they want.
"I've been at the receiving end of the Indian media for years and, frankly, I don't care anymore."
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