A grave for “South Park” character Kenny McCormick appeared at a housing project in central Russia earlier this week, dividing locals and social media users.

The mockup gravestone was installed by the Suvarstroit company at a residential complex aptly titled “South Park” in Kazan, the capital of Russia’s republic of Tatarstan. One of the American television show’s most popular recurring jokes involves Kenny dying of various causes in nearly every episode.

The kazanfirst.ru website reported that the company’s PR campaign involving the mock grave saw a mixed reaction in Russia, with some readers appreciating the humor, while others saying that it went too far.

Twitter users had a go at the famous phrase uttered in the “South Park” series every time Kenny dies: “Oh my God, they killed Kenny!”

One user adopted the phrase into the Tatar language, tweeting: “Alar Kennine uterdelder!”