you can use NM_CUSTOMDRAW and get the specific row and column.
NMLVCUSTOMDRAW* lplvcd = (NMLVCUSTOMDRAW*)pNMHDR;
*pResult = CDRF_DODEFAULT ;
int iRow = lplvcd->nmcd.dwItemSpec;
int iCol = lplvcd->iSubItem;
if it is the row and column of the desired text, write the code to set the colour using
lplvcd->clrText = RGB value;