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I had the exact same problem with my umbp. It's indeed the Windows drivers that are nit turning up the fans. The only fix I found is this:
before you boot in to windows, boot in mac. There, use SMCfancontrol to set your fans to the maximum. Now, you reboot your mac into Windows. Note: don't shut down, but reboot, that will keep the fanspeed at it's max.

How do you boot into Windows without shutting down?
 
How do you boot into Windows without shutting down?

He ment the restart option from the menu.
Your MBP will reboot without having to press it back on with the power switch like you have to when you do a shut down.
You got to hold down the option key before it comes back up though to prevent booting into OSX again.
 
I heard thermal paste has a best until date. Meaning it starts to not work as well after say 3-4 years. My macbook pro is almost 4 years old.

Also, I had never cleaned the dust under the motherboard and the heatsink. So last night I decided to open it up and here is what the innards look like:
http://www.flickr.com/photos/yashrg/5084862950/#/photos/yashrg/5084862950/lightbox/
http://www.flickr.com/photos/yashrg/5084862950/#/photos/yashrg/5084268197/lightbox/
http://www.flickr.com/photos/yashrg/5084862950/#/photos/yashrg/5084862988/lightbox/
Not as bad as I had expected but I hope cleaning it up and applying some new thermal paste(Ordered Arctic Silver 5) will help to an extent.
 
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