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?