“BB Pearl 3G. Had it since 2011, but I threw it under a running truck. Rest in Pieces.”

So reads a tweet from Mohammed Mubeen (‏@mubeen_94), who is among hundreds of people buying in to a new hype campaign by Lenovo for smartphones.

Under the hashtag #InthenameofK3, people appear to be having all sorts of phone “burying” their phones.

In light of the recent massacre in Charleston, a company in the U.S. would be well advised to stay away from a “Killer” campaign. But Lenovo is hyping what appears to be a new smartphone “Killer” in India and is offering a contest in which smartphone users can “bury” their old devices.

Lenovo, which operates its global executive headquarters in Morrisville, won’t say what the K3 really is.

Tweeted Lenovo India on Monday:

“As much as we like to test your patience, we won’t anymore.But this is all we can reveal right now #InthenameofK3”

Smart?

Distasteful?

(By the way, the secret may be out: One India-based news site reports that “Lenovo is all set to launch a new smartphone called Lenovo K3 Note” on June 25.)

Lenovo, which is No. 3 in global smartphone sales after its acquisition of Motorola Mobility last fall, certainly has had a great deal of recent success in India, selling hundreds of thousands of phones through “flash” sales at India’s big Flipkart website.

In one sale, Lenovo moved 30,000 phones in 4 seconds.

In another, 10,000 phones sold in 2 seconds.

And in an attempt to drive more market share, Lenovo launched this new campaign that is generating a lot of media attention as well as Twitter tweets.

Tweets: Bhavika ‏@anupambassi71:

“I just said goodbye to my Samsung, come pay your respects to it and put your phone to rest #INTHENAMEOFK3”

Someone might want to tweet back:

“In the name of good taste and respect, kill this campaign.”

Lenovo recently put new leadership in place at its smartphone group. They just might want to check up on what’s happening in India right now. The company does a lot of great work with veterans and communities, such as a 250 PC effort for donation to military families just last week.

A “Killer” smartphone might be a sales success, but in terms of image?

Think again.

Bury the idea, Lenovo. Right now.