XBOX 360 controller haptic - PC - NFS Undercover


Hi All,

Recently I noticed that my XBOX 360 controller vibration is not working when I play NFS undercover on my Windows PC. I was playing NFS Carbon couple of days back, it wasn't working then also.
The vibration is fine, I tested it separately on but is not working within the game. I couldn't find any option to enable/disable it either within the game.
I have checked and verified that the drivers are up to date as well.

Any ideas how can I make it work?