Why keepalived node drops intake packets aimed towards VIP?

Issue

After initial configuration and startup of keepalived service load balancing doesn't work and we can see there's new iptable rule created in INPUT chain.

Chain INPUT (policy ACCEPT 215K packets, 79M bytes)
 pkts bytes target     prot opt in     out     source               destination
   33  1700 DROP       all  --  *      *       0.0.0.0/0            0.0.0.0/0            match-set keepalived dst